Galaxy S25 series campaign: Communicating by touching emotions

This Lunar New Year, while technology brands are competing to launch promotions and advertise loudly to capture consumers' minds, Samsung chose to start with a report that barely mentions the product, no configuration, no camera, no modern setting. It's just the story of a Vietnamese family gathering in California, cooking banh chung, telling stories about their homeland, and staying connected with relatives using a device that can naturally understand Vietnamese.

Overseas Vietnamese can still connect with Vietnamese values ​​at this sacred time thanks to the help of the Galaxy S25 Series (Photo: Samsung).

"The video did not go viral in the way it attracted tens of millions of views in a few hours, but it spread among the Vietnamese expatriate community, and was shared by people who were not interested in technology because they saw themselves in it. A very soft, very small touch turned out to be the beginning of a communication campaign that is considered the most successful and different of Samsung in recent years," said a representative of Samsung Vietnam.

No need to show off

The Galaxy S25 Series is not introduced with technical demonstrations, not talking too much about processing speed, megapixels or AI performance, but to let the product "get close" to users in a more intimate way: through language, through culture, through stories. Samsung does not try to prove that Galaxy AI is a breakthrough, but let users feel it for themselves.

This strategy goes against many media stereotypes, with no international brand ambassadors or supermarket-wide advertising. Instead, there are moderate-scale experiential activities, linked to students, communities, Vietnamese culture, and creative content campaigns inspired by users.

According to the latest report from Canalys, Samsung regained the top position in the global smartphone market in the first quarter, largely thanks to the success of the Galaxy S25 Series. In Vietnam, a series of media events and market feedback also show that this is not an accidental victory, but the result of a methodical strategy based on listening, empathy and subtle community activation.

Make technology a part of life

There is a theory in communications that consumers will remember brands more deeply that are able to lead them into a story, where emotions and messages are conveyed naturally.

Galaxy S25 did this not through movies or famous KOLs, but through small activities: A night going back in time to a thousand years of national education with Galaxy AI at the Temple of Literature - Quoc Tu Giam; a challenge to film a travel clip with AI narration that understands Vietnamese; or everyday posts created by students and young people.

Galaxy S25 Series accompanies young people to honor Vietnamese knowledge at the Temple of Literature (Photo: Samsung).

The campaign "Galaxy AI understands Vietnamese - Honoring Vietnamese tourism" in collaboration with the Vietnam National Administration of Tourism has spread widely on social networks thanks to the role of users in creating content. They were not asked to speak well of the product - they just needed to recount their journey, with the camera knowing how to "listen" and support storytelling in each person's own way.

Galaxy S25 Series acts as an AI right-hand man, helping users recount proud moments of themselves and their country (Photo: Samsung).

Samsung cleverly placed the Galaxy S25 in deep cultural contexts: the Ao Dai Festival, the Temple of Literature - Quoc Tu Giam experience night, a series of activities towards the 50th anniversary of national reunification. In all of these activities, the main role is not the product but the user, the people, the storyteller.

This is consistent with the concept of "cultural branding" mentioned by Professor Douglas Holt (Harvard Business School) in his work "How Brands Become Icons".

Professor Douglas Holt believes that the most successful brands are those that do not impose their image, but become a platform for users to define their own identity. The Galaxy S25, in this campaign, does not "position" itself as a "national" product - but rather allows Vietnamese people to use it as part of their journey to tell about their Vietnamese identity.

According to Buzzmetrics, the Galaxy S25 Series is one of the leading brands in the social media campaign rankings in February. Most of the popular content does not come from KOLs or paid advertising, but from real people and real events, in line with the 2.0 media model, when the role of dissemination shifts from brands to communities.

The Galaxy S25 Series campaign shows a different mindset in brand communication: instead of trying to shout that you are good, let users feel and share for themselves.

Source: https://dantri.com.vn/cong-nghe/chien-dich-galaxy-s25-series-truyen-thong-bang-cach-cham-vao-cam-xuc-20250519115830453.htm