Samsung, in collaboration with BBDO Bangkok, has launched a whimsical campaign titled “Don’t Lose What AI Can Save” to promote the SmartThings app’s AI Energy Mode. The campaign features a surreal short film set in a Lost and Found department, where three children named ‘Bill’, a nod to Thai slang where banknotes are called ‘Bank’ share how they got lost due to common household energy wastage: leaving the fridge open, falling asleep with the TV on, or forgetting to turn off the air conditioner.
This creative approach addresses Thailand’s growing “Fear of Losing Money” (FOLM) by illustrating how unnoticed energy consumption can lead to financial loss. By activating the AI Energy Mode in the SmartThings app, users can optimize their home appliances, potentially saving up to 6,922 THB (approximately $208) annually.
Key Takeaway:
Samsung’s campaign cleverly uses humor and cultural insights to highlight the importance of energy conservation. By personifying energy loss as ‘lost’ children named ‘Bill,’ the campaign effectively communicates how small, everyday actions can lead to significant savings when aided by smart technology.