Paper Merchant, functioning as an advertising and PR agency, undertook a project to address the low sales of the Samsung Tower in Ghana. The challenge at hand was the lack of education and awareness among Ghanaians about the product. The objective was to create a locally relevant commercial that would enhance visibility, generate awareness, and ultimately drive sales. Paper Merchant employed a strategic approach, collaborating with a well-known influencer dancer to execute the project.
Electroland Ghana Limited and Samsung Ghana were grappling with low sales of the Samsung Tower in the Ghanaian market. The root cause was identified as a lack of education and awareness among the target audience. Despite the product’s potential, it struggled to gain traction due to insufficient understanding and visibility.
We adopted a two-fold approach to address the challenge. First, we conducted thorough research to understand the local culture, preferences, and media consumption habits. This information guided the creation of a locally relevant commercial. Second, we leveraged the popularity of a well-known influencer dancer in Ghana to enhance the commercial’s appeal and reach.
Our execution involved the production of an immersive video that seamlessly fused the energetic Azonto beat music and dance with the features of the Samsung Tower. The commercial showcased the influencer dancer incorporating the Samsung Tower into a captivating dance routine set to the Azonto beat, creating a visually engaging and culturally resonant experience. The inclusion of the influencer dancer added a dynamic and relatable element to the video. The choice of an influencer helped establish an immediate connection with the audience, making the product more approachable and appealing.
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