Samsung is a brand that’s loved around the world for its innovative technology and exceptional product performance. But despite various marketing efforts, the brand has recently been losing in popularity among Gen Z consumers, the most important target audience of the future.

Using Unreal Engine technology, we created a virtual avatar for an alien Samsung employee character and released it to the public. The inspiration comes from consumers’ comments that often followed the launch of a new product, that Samsung had ‘abducted an alien and is using it to develop new, innovative technologies’.

This whimsical and charming alien called G・NUSMAS, which is SAMSUNG spelled backwards, was hired as Chief Charming Officer for Samsung and tasked to bring its products and services closer to the Gen Z audience in a more fun and engaging way.

We decided to turn away from the traditional, one-sided way of communication

and approach our Gen Zers through a character they would like, on a platform they were already familiar with. With that, Samsung could build a new connection to these young consumers, and make them love the brand again.

Released on Samsung’s social channels, at offline events (ECT, IFA, etc.), in film advertising, as an emoji, in the metaverse, in online games (e.g. Roblox), as merchandise (mobile accessories, umbrellas, socks), and other on-, offline and virtual environments, G・NUSMAS connected with Samsung’s Gen Z audience and gave the brand a more approachable and charming image.

1,895K Media impressions

+117% Social Engagement

+1,422% Positive Reactions

1,895K Media impressions

+117% Social Engagement

+1,422% Positive Reactions