Breaking Through the Millenial Clutter

I'll proudly admit that I'm a Millennial! A marketing millennial who has admired one brand for creatively breaking through the clutter. Samsung Instinct, the greatest product placement movie of all time! What is there not to love about this brand campaign?

First, I know it might be hard to believe, but Millennials are on to marketers' product placement game. Since we are on to it, why not publicly call a spade a spade in an entertaining way? http://www.youtube.com/watch?v=v8-GIgkyWMY. It humorously acknowledges the target's intelligence. However, Instinct's cinema quality film production and storyboard enables the brand to own a high penetration level at a low level of frequency. The action film characteristics initially attract the audience, who expect a film preview, engaging them with the ad. Once engaged, it is difficult for the audience to tune out. Finally, the brand is developing by using engagement and presenting selling points in an audience expected manner: like film stars. I.e. "featuring turn by turn GPS navigation." As one contribution to film attendance is its film stars, people pay specific attention to the 'features,' thus remembering the selling points.