How Major Tech Companies Are Using Real-Life Stories As A Promotional Tactic

How Major Tech Companies Are Using Real-Life Stories As A Promotional Tactic

Some of the biggest names in the industry are pulling on consumers' heart strings to ensure they get their message heard.

Lara Piras
  • 26 june 2014

It’s interesting how marketing trends go round in circles. One minute it’s the shock factor, the next it’s treating the consumer as a BFF. This time round, a host of major players in the tech industry are going down the emotional route.

Samsung’s aim with its new campaign is to connect with people by using moving real-life stories to showcase a social initiative in China. Titled ‘Dream and Hope to Youth,’ the project features a series of shorts following the lives of disabled young people throughout China, documenting their story of triumph. The campaign showcases how Samsung is giving back to the disabled youth in China, and has been created to help build the brand’s reputation.

It’s evidently working as a director (Zhang Xianfeng (張險峰)) for one of the videos explains,

“I was deeply impressed to know that Samsung was so active in giving back to society through a wide array of CSV campaigns. I came to have a totally new understanding of Samsung while working on this project. I truly hope that campaigns like these increase in both quality and quantity in China and advance a world where heart-warming human stories become more and more common.”

Google has also presented a similar ad technique that truly does make the consumer think how tech is changing the world for the better. Aleksandra Blaszczuk is a 26-year-old quadriplegic who needs daily help with tasks others can do with ease. Google Glass has enabled her to do things on her own by using voice control and gestures including taking a picture. Google documented her story in the video below:

Apple is also on board the emotional marketing route with a 9-minute film advertisement on how its apps are changing lives for the better. The film titled, ‘Making a difference. One app at a time,’ includes the stories of how Paralympic bronze medalist rower Oksana Masters controls parts of her body via the iPhone, and how a mother can now communicate and understand how funny her son is after being non-verbal his whole life. Watch the video in full below:

What do you think about these campaigns? Are they overly manipulative or accurate showcases of the tech, the companies that make it and their CSR policies?


Fitness Advocate: Paving The Future of Workouts With Audio

Fitness & Sport
Europe Today

This Company Believes Insects Can Provide Biofuel To Power Our Future

A Polish group is testing out a new factory concept that can provide a source of renewable energy, and even serve space missions

Technology Today

Music Venue Caters To Virtual Reality Events

Boiler Room has launched the first VR hub for content creators to capture special footage for the masses


Get PSFK's Related Report: Future of Automotive

See All
Design & Architecture Today

Transformable Table Maximizes Utility In Small Spaces

The piece of furniture from Boulon Blanc is a functional and well-designed addition for an apartment of any size

Related Expert

Asif Kapadia

Film Maker, Documentarian

Technology Today

Contraband Recorder Helps Those In Need Capture Captive Conversations

Designer Marianna Mezhibovkaya created the device to help prison inmates capture crucial evidence of abuse

Advertising Today

A Compelling Brand Purpose Is Never Born In The Boardroom

Strategist and Designer Anna-Rae Morris shares why she believes all brands exist for a reason, and how Snapchat has upended our behavior

Fitness & Sport Today

Editorial Roundtable: The Xs And Os Of Performance-Enhanced Sports

WHOOP, ShotTracker, Rithmio, PlaySight, STYR Labs, EverybodyFights and Lift / Next Level Floats explain that we're only at the iceberg's tip of performance enhancement


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed Today

Creative Leadership Expert: Experiencing A Seismic Shift From Brand Loyalty To Interface Loyalty

Marc Shillum, founder of Chief Creative Office, explains why product designers must rethink the way they capture consumer attention

PSFK Labs Yesterday

The Keys For Exceptional Performance On And Off The Field

PSFK Labs' new report highlights five important insights for businesses to perform better than the competition

Retail Today

Kodak’s Smartphone Is Inspired By A Retro Camera

Ektra is an Android phone with a powerful lens aimed at photographers

Technology Today

Microsoft’s New E-Paper Sticky Note Runs On Ambient Light

Researchers have developed the first e-ink display powered entirely by office bulbs

Sustainability Today

Modern Home Created Entirely Out Of Modular Shipping Crates

A project in Ecuador used the ubiquitous material to design a spacious and industrial-chic house

Retail Today

Retail Concept Offers Food Hall Inspired Space For Online Brands

The store will offer a lower cost way for internet entrepreneurs to try physical retailing

Advertising Today

Disney Retells Beauty And The Beast On Snapchat

In a partnership with LACMA, the entertainment platform drew from over 130,000 works in the museum's collection

Automotive Today

Honda Has 3D Printed A Fully Electric Minivan

The car manufacturer partnered with product developer Kabuku to create the small versatile vehicles

Innovation Yesterday

After The Initial Success Of AR Gaming, What Does The Future Hold?

With Pokemon GO earning up to $10m a day, R&D departments are busy searching for the next phase

Arts & Culture Yesterday

The Next Great Art Movement Will Come At The Swipe Of A Finger

An improved app, optimized digital display and monthly art discovery service round out Electric Objects' renewed commitment to democratizing the art world

No search results found.