Ad Campaign of the Week: Samsung VR Ad Features Unlikely Star

Virtual reality has been steadily growing in popularity over the last several years. And devices like the Samsung Gear VR have made it more possible for individual consumers to access the technology. Now, Samsung has released a unique ad that shows off the technology. And it stars an unlikely protagonist – an ostrich. The ad features the ostrich using a flight simulator in the VR headset, which then inspires it to try actually flying. So what do consumers think of this unique commercial? We asked 1,000 respondents about their tech buying habits and then tested the impact of the ad.

samsung vr

Tech Consumers

In Ask Your Target Market’s latest online survey, 11% of respondents said that they purchase tech products a few times per month. 17% buy a few tech products every three months. 39% buy tech products a few times per year. 26% make tech purchases less frequently than once a year. And just 7% said that they aren’t tech consumers at all.

Of those tech consumers, 51% said that they have at least tried using Samsung products. And 46% said they use Samsung products regularly. Roughly the same amount of consumers said that they use Apple products regularly. And Microsoft and Google/Android were both more popular in terms of regular consumers.

Samsung VR Ad

Overall, 20% of respondents said that they would be certain or practically certain about choosing Samsung for their next tech purchase. And 28% said that it would be very probable. Of those who viewed the Samsung VR ad, 22% said that they would be certain or practically certain about choosing Samsung for their next technology purchase. And 28% said it would be very probable.

In addition, 55% of tech consumers who viewed the ad said that they are at least somewhat likely to purchase a VR device within the next five years. Of those respondents, 32% said that they would be certain or practically certain about choosing about choosing Samsung for their next tech purchase. And 30% said that it would be very probable.

Brand Attributes

In general, consumers used words like innovative, quality and reliable to describe the Samsung brand. Those who viewed the Samsung VR ad were more likely to describe the brand as innovative, reliable and dependable.

Key Takeaways

The Samsung ad only made a marginal impact on technology consumers as a whole. But it did make consumers see the brand as more innovative and reliable, which could potentially help the brand build its image for the future. However, the commercial had the biggest impact with those who are actually interested in buying VR products like the one featured in the ad. For that reason, airing the ad during content that’s popular with young people and gamers could be the company’s best strategy for now.

You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.

Photo Credit: Samsung Gear VR by Maurizio Pesce under CC BY 2.0

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on April 8 via AYTM’s online survey panel.

ABOUT THE AUTHOR: Anne Pilon
Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.