Samsung Canada has launched a new video-based brand campaign to reach Canadian Gen Z and millennials where they are most active.

The campaign consists of a series of five videos showing famous Canadians like Toronto Raptor Fred VanVleet and Sportsnet personality Faizal Khamisa connecting in different ways through technology. VanVleet, for example, surprises his biggest fan after playing video games against her online, while Khamisa conducts a virtual interview with his best friend.

The campaign uses a mix of OLV, digital media, social and PR to engage with Gen Z and millennials with an integrated digital experience. The full-funnel approach was also meant to integrate with other Samsung campaigns and offers. 

Jennifer Groh, senior director and head of corporate marketing and citizenship at Samsung Canada, says the company focused on video so brand engagement could be seamless across connected TV and mobile screens. 

“Boosting site traffic with shorter-length OLVs also helped to drive conversions,” Groh adds. “By utilizing a broad spectrum of social media platforms, we were able to reach a larger Gen Z and millennial audience and illustrate how multiple products work together to improve awareness of ‘connectivity.'”

She adds that Samsung’s Canadian audience is slightly different than its global one, both in that they want more connected experiences from technology and that they have a variety of “passion pillars” like gaming, photography, well-being and food, which the social media side of the buy helped target.

Agency partners Gamelancer (creative), Starcom (media) and North Strategic (PR) collaborated to bring the campaign to life.