The smartphone that has become an irreplaceable part of our lives has managed to create a new lifestyle for its users. In particular, the ‘selfie culture’ is being embraced by businesses in a manner that it is being taken to a whole new level.
All brands in the smartphone industry have come up with selfie-themed models that are promoted exclusively for their front camera to take the ‘perfect selfie’. From high-end players like HTC and Sony to low-cost smartphone makers like Lava, each handset maker has cashed in on the selfie craze.
Here are a few TVCs released by smartphone players solely for the purpose of promoting smartphones via selfies.
The smartphone industry is not the only place where the selfie trend seems to have caught on. Oxford dictionary declared “selfie” the word of the year in 2013, indicating the popularity of this phenomenon.
Top brands the world over are using the trend to launch innovative campaigns. Here’s our pick of some of them.
Unilever Magnum: The luxurious ice cream brand had created a lot of buzz last year with its entry into Indian market. The brand has unveiled #LostInPleasure teasers featuring Kareena Kapoor. Two of the teasers are out at the moment. The first shows Kapoor in her van having a Magnum and trying to get a perfect selfie. The second video picks up from where the first leaves - when Kapoor enters the shoot. However, a spot boy hands her another Magnum and once again she forgets all about work and tries to get herself and the ice-cream stick in the same frame for her selfie. A third teaser is on its way. It will be followed by the main ad film but only on the digital platform.
Watch the videos here:
Dove: The brand launched an ad campaign called "Selfie," which premiered at the Sundance Film Festival as an 8-minute documentary.
The beauty company looked at teenage girls and their relationships with their mothers and themselves as they navigate the trend of taking selfies, and the ways we alter and adjust our image to create the perfect, seemingly "natural," reflection of ourselves in a photo.
The girls were shown as being frustrated trying to take a selfie that they're happy with, while the mothers realise that the way they internalise their own body issues affects their daughters. Both mothers and daughters were asked to take a selfie that highlighted the features they disliked the most, the ones they'd usually try to hide in photos. Then they attended an event where their selfies were blown up and posted in a photo gallery.
The goal was for the women to redefine their own beauty and see that insecurity often lies beneath the personal snapshots.
Watch the video here:
Lufthansa: The German airline introduced an interactive selfie campaign featuring 3D and panoramic elements to deliver what it hoped would be a highly captivating brand message.
As part of Lufthansa’s fall travel campaign, the airline honed in on the personal journey and experience of each customer. The campaign aimed to inspire potential clients to snap a selfie in front of a background of a dream destination, and then take a photo in front of the real destination one day.
To participate in the campaign, consumers had to take a picture in front of the ad and then expand and activate the camera on smartphones. Users then chose a destination and could share a postcard of themselves virtually in that location on social media sites.
Diomedia: Brazilian stock photo agency Diomedia recently released a creative advertising campaign to share their National Geographic Collection debut. What they came up with is a creative and fun campaign featuring the almighty selfie.
With marketers looking at the selfie as a fresh tool to get up, close and personal with the consumers, looks like the selfie craze is here to stay.