Advertising in Myanmar: Is Samsung doing it right?

“Sweet dreams are made of these, who had a mind to disagree, travel the world and the seven seas…” 

“Sweet dreams” by Eurythmics has become a bit of a cliché to use in ads, but it did not stop quirky Samsung to use it in their latest Samsung Note + Gear TVC, conveniently named “Dream”

The ad goes like this…

I saw this ad in the cinema while waiting for a movie to start in cinema. The TVC starred Emily Browning, the Australian actor, who also starred in “Sucker Punch” movie (how I remember that creepy intro!). She was in bed, looking for inspirations, browsing on her phone. Then, get out into the streets to look for more inspirations around. Use her Note to, well, take notes and Gear to shoot videos.  Finally, with helps of Samsung gadgets she started her own puppet show.

The underlying message…

In this ad, Samsung is saying “Be inspired, get creative with Samsung Galaxy + Gear”. My mind went connecting the dots after I saw the ad, Emily Browning – Sucker Punch – Sweet Dream – Annie Lennox – Puppets – Hipsters. Samsung is basically introducing its creative hipster-ness with this ad. (Heads up Apple! Samsung can be the next hipster’s big thing.)

Myanmar culture vs. Samsung context

In Myanmar, Samsung really cannot expect the quirky connection with Emily Browning or Sweet Dreams because the movie nor the song is that well known. The best Burmese audiences would relate is “An emo chic making her show with help of Samsung gadgets”. But the Burmese puppetry that Samsung decided to roll for a millisecond as a newsfeed on Note while Emily browsing for inspiration is such a nice touch. It conveys a really strong marketing message; a Burmese traditional art featured as highlight in an international ad. But there was a problem in execution; most of the people did not notice the Burmese puppetry, it was too fast.

Going Local or Global?

It is understandable as a global ad, Samsung have to focus on international. But this TVC got so much potential in Myanmar, if only Samsung decided to localize the ad by lengthens the newsfeed longer than it is, it could be the headline conversation at teashops around the cities of Myanmar. At this moment, Burmese people are eager to be in the middle of the global spotlight as the country recently opened up. By localizing the ad, Samsung will not only have more attention to Samsung Note 3 and Galaxy Gear, it will boost the brand “Samsung”.

How is HTC doing in Myanmar… Find out!