BBDO Bangkok Launches 'Don’t Lose What AI Can Save' for Samsung
Debra John — April 29, 2025 — Marketing
'Don’t Lose What AI Can Save' is the title of a new campaign launched by Thai Samsung Electronics in collaboration with BBDO Bangkok, addressing the challenges of rising living costs and increasing household expenses. The campaign promotes the 'SmartThings' application, offering Thai consumers an intelligent solution to help manage and reduce electricity bills through an imaginative and metaphorical narrative.
The campaign introduces SmartThings' 'AI Energy Saving Mode' through a surreal short film set in a Lost and Found department. In the film, "three children—each named "Bill" (referencing Thai slang, where "Bank" refers to banknotes)—share how they were lost: through actions such as leaving a refrigerator door open, falling asleep with the television on, or forgetting to turn off the air conditioner."
By drawing on the cultural insight of Thailand’s growing "Fear of Losing Money" (FOLM), the campaign encourages consumers to regain financial control. It emphasizes the ease of downloading the SmartThings app and activating AI Energy Saving Mode, which automatically optimizes appliance usage and can help users save annually.
Image Credit: BBDO Bangkok / Samsung
The campaign introduces SmartThings' 'AI Energy Saving Mode' through a surreal short film set in a Lost and Found department. In the film, "three children—each named "Bill" (referencing Thai slang, where "Bank" refers to banknotes)—share how they were lost: through actions such as leaving a refrigerator door open, falling asleep with the television on, or forgetting to turn off the air conditioner."
By drawing on the cultural insight of Thailand’s growing "Fear of Losing Money" (FOLM), the campaign encourages consumers to regain financial control. It emphasizes the ease of downloading the SmartThings app and activating AI Energy Saving Mode, which automatically optimizes appliance usage and can help users save annually.
Image Credit: BBDO Bangkok / Samsung
Trend Themes
1. AI-driven Energy Management - The integration of AI technology in household energy management systems is simplifying the reduction of electricity bills through intelligent automation.
2. Cultural Insight-driven Marketing - Leveraging local cultural nuances such as the 'Fear of Losing Money' effectively drives consumer engagement and awareness for innovative products.
3. Narrative-based Advertising - Innovative campaigns utilizing imaginative storytelling provide audiences with memorable and relatable contexts for modern digital solutions.
Industry Implications
1. Smart Home Technology - The smart home sector continues to expand with AI-enhanced applications that promise improved energy efficiency and cost savings for consumers.
2. Advertising and Branding - Creative advertising firms are pioneering new methods of engaging consumers through culturally relevant and metaphorical narratives.
3. Energy Efficiency Solutions - Emerging innovations in energy conservation technologies are becoming integral services offered by tech companies to address rising household expenses.
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