Riding on the unique multi-window feature, Samsung Galaxy Tab 3 has launched a new television commercial promoting it as a device with which one can share many worlds. The highly cluttered tab market requires differentiation and distinctive positioning; hence, the TVC is built on the insight that the multi-window feature of the tab can help consumers enjoy and experience two things at the same time.
The TVC, conceptualised by Cheil India, shows different sets of people with diversely different emotions using a single Tab between them. It brings the message – Many Worlds. One Tab.
The TVC commences in a green room, where the girls, though twins, are poles apart – one dressed in white and the other in black. And this difference is accentuated by the emotions they display on screen – one is sobbing and the other is looking really pleased with herself, a happy mirror to her twin who is sad. This is followed by a sequence in the metro, where we see two friends travelling together. One has a guitar perched next to him and seems to be engrossed in his own world with a headset on his ears. The other, wearing a sports jacket, seems to be intently looking down at something not visible on screen. The setting then opens to a park with this little girl looking around a little bored as her grandfather seems to be reading something. The dissimilarity and difference between the two here is in terms of age. She then distracts him by pulling on his beard playfully, upon which he draws her closer. It is at this moment that we realise that he has been reading an article on stocks, and that he uses the multi-window feature of the Samsung Galaxy Tab 3 to open a second window and play an animation film for the little one to enjoy, while he continues to read articles of his own interest.
Rahul Saighal, CMO, Samsung India said, “The Galaxy Tab 3 is all about the joys of experiencing different things while being together, thanks to the multi-view feature. All the different moments and situations in the film depict togetherness of two different individuals; hence the proposition, Many Worlds. One Tab.”
Commenting on the campaign, Nima DT Namchu, Creative Head and Executive Creative Director, Cheil Worldwide SW Asia said, “The TVC developed for Galaxy Tab 3 is all about coming together with this innovative device. The montage across the film – be it the twin girls, the two boys on the metro or the grandfather – is all about bringing together two disparate people (heads joined together being the visual interpretation) to communicate that two people on two different windows can come together and share on a single device.”
Will the joy of sharing click?
Naresh Gupta, Managing Partner, Bang in the Middle said, “The ad instantly reminded me of another handset brand that said ‘Want to do two things at the same time’. The trouble is that ad was far more entertaining and engaging. The ability of a personal device to do two things at the same time is an interesting feature, but I am not sure if that leads to sharing a personal device at the same time with another person.”
He added, “There is nothing that can be said is wrong from the creative angle; it neatly demonstrates what the device does, but does it do it with some relevance? I am not sure of the insight that a device like tab will be shared by two people at the same time. Seen from that perspective, there is a lot more that could have been achieved by the brand. There is a definite intrigue value, but is it the only reason that makes the tab superior to competition?”
Showcasing the joy of sharing a screen is a unique concept adopted by the brand. The multi-functionality of devices on the move has been shown by brands earlier, but catering the needs of two completely different people through one screen is a fresh and complex insight, which is difficult to portray. But the brand has been successful in doing it in a simple manner.
The idea of showing the twins sequence, where the sobbing of one the result of watching an emotional film and the joy of the other was due to shopping online on the same tab. In the case of the metro travellers, the music fan listening to an album on the tab while the sports fan reading up on a match update has been executed neatly. The ad also highlights the joy of sharing love and care between people of two age groups. It gives out the message loud and clear that two people on two different windows on the Galaxy Tab 3 can come together and share a moment.
The ad will garner eyeballs due to its foot-tapping number. But can the multi-window feature alone help in increased sales of the tab? Also, will you be ready to share your screen?