{"id":2533,"date":"2017-12-07T11:46:11","date_gmt":"2017-12-07T06:16:11","guid":{"rendered":"http:\/\/credible-content.com\/blog\/?p=2533"},"modified":"2017-12-07T11:46:55","modified_gmt":"2017-12-07T06:16:55","slug":"samsung-india-service-ad-great-storytelling-example","status":"publish","type":"post","link":"https:\/\/credible-content.com\/blog\/samsung-india-service-ad-great-storytelling-example\/","title":{"rendered":"Why the Samsung India Service ad is a great storytelling example"},"content":{"rendered":"

\"Samsung<\/a><\/p>\n

The Samsung India Service ad generated 150.3 million views, becoming the most watched ad on YouTube.<\/p>\n

I got the update from this Marketing Land update<\/a> and I’m not clear whether this was the most watched ad of November 2017 or the entire 2017 year. But that’s not the point of my this post.<\/p>\n

First, watch the video\u2026<\/p>\n

\/\/youtu.be\/779KwjAYTeQ<\/p>\n

The video shows a Samsung Service van driving through very rough terrains while the technician continuously reassures some “ma’am” that he is going to reach soon.<\/p>\n

“Ma’am” needs a reassurance that he is going to reach before 7. He commits that he will. He and his van driver overcome multiple obstacles on a mountainous terrain.<\/p>\n

She keeps calling and he keeps reassuring that he is going to reach on time.<\/p>\n

Near to the climax we discover that “ma’am” is a young, visually impaired girl.<\/p>\n

As soon as the technician realizes that, he has this wondering look, something like, why is she in a hurry to get her TV repaired, even when she cannot watch it?<\/p>\n

The suspense keeps on building as he repairs the TV.<\/p>\n

Finally, he is able to repair it and the young girl calls out to everybody in the house. Apparently it’s a hostel or a shelter for the blind. Young, smiling and laughing kids run into the TV room.<\/p>\n

The girl asks for the TV remote, switches on the TV and there is this reality TV show, a singing competition, in which a blind girl is mellifluously singing a haunting Nusrat Fateh Ali Khan rendition.<\/p>\n

It’s one of my favorites, so can’t resist putting it here for your pleasure…<\/p>\n

\/\/www.youtube.com\/watch?v=cV7_YJf1BBw<\/p>\n

The blind girl in the room very proudly tells the Samsung technician that the girl on TV is from there, and she is her best friend.<\/p>\n

In content marketing we’re constantly talking about telling stories.<\/p>\n

In this ad Samsung India, through a very touching story, tells how important giving such a service is, once people have invested in one of their products, and how seriously they take their customers.<\/p>\n

They could have used the usual, run-of-the-mill advertising line showing a family in a metropolitan city having problems with their TV set and how Samsung Service quickly solves the problem.<\/p>\n

Although this would have delivered the message, it wouldn’t have made\u00a0the sort of impact that this ad makes.<\/p>\n

How does the story make an impact?<\/p>\n