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?


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