Samsung is a globally recognized brand that produces a wide range of electronic products, including smartphones, televisions, home appliances, and more. As a way to promote their products and create a sense of identity, Samsung has developed a mascot known as D'light. D'light is designed to represent the company's values and commitment to innovation and technological advancement. The mascot is a playful and friendly character that embodies the spirit of Samsung and its products. It is often depicted as a cute and energetic figure with a bright smile, wearing the iconic Samsung blue and white colors. The D'light mascot has been used in various marketing and promotional campaigns to engage with consumers and create a more personal connection with the brand.
An Out of This World Whimsical Employee: Meet Samsung’s Newest Virtual Avatar, G∙NUSMAS
Behind the doors of Samsung Electronics’ headquarters lives an employee that came from a planet far, far away and unlike our own. Through a series of mysterious events, this whimsical creature became a top-secret engineer at Samsung, helping the company develop innovative technologies that both inspire creativity and empower users. This alien, known as G∙NUSMAS, is a new virtual avatar coming soon to Samsung.
Meet G∙NUSMAS: a small, blue alien with large, beady eyes and Samsung’s latest virtual creation. The idea for G∙NUSMAS came from a joke that people make whenever Samsung releases a new, unique product — that Samsung must have hired an alien being to design and develop its innovative technologies.
Samsung created G∙NUSMAS in order to connect with younger generations, specifically Millennial and Generation Z (MZ) consumers. “ Borrowing an idea from Internet meme, which shows customers’ affectionate interest in Samsung Electronics, a friendly and pleasant avatar has come out into the world ,” said YH Lee, the Chief Marketing Officer and Head of Global Marketing at Samsung Electronics. “By letting our whimsical and brilliant alien show different sides of Samsung to the public, I hope our consumers can feel more familiar with our brand.”
The name ‘G∙NUSMAS’ is ‘Samsung’ spelled backward. Its home planet of Nowus-129, a planet 100 million light years away from Earth, is also a reference to the address of the company’s headquarters, 129 Suwon in South Korea, spelled backward.
Samsung plans to release a series of short-form videos that detail the story behind G∙NUSMAS, starting with its birth and accidental arrival on Earth. Follow along and watch G∙NUSMAS’ journey as it works, plays and has a variety of experiences at Samsung’s headquarters. G∙NUSMAS’ bright and cheerful personality will shine through the videos as it sings, dances and interacts with a variety of Samsung devices, from jumping around on a monitor to dancing on the screen of a smartphone.
G∙NUSMAS will be debuted at IFA 2022 and G∙NUSMAS’ story will be released across Samsung’s social media channels, such as YouTube and Facebook, as well as through Samsung.com on September 2. Consumers will also be able to communicate with G∙NUSMAS through social media, the metaverse and other digital channels.
Samsung’s Elusive Virtual Assistant Sam Pops Up as Brazilian Digital Influencer
Samsung’s three-dimensional mascot Sam caused a brief frenzy of interest a couple of years ago, with some speculating Sam would serve as a replacement for Bixby. Now, the avatar has emerged as a digital blogger and influencer — but only in Brazil.
The D'light mascot has been used in various marketing and promotional campaigns to engage with consumers and create a more personal connection with the brand. It has appeared in television commercials, print advertisements, and even at Samsung events and exhibitions. The mascot is also seen as a representation of Samsung's brand personality, which is focused on being approachable, dependable, and forward-thinking.
Sam Brazil
Samsung’s virtual assistant character was discovered on a webpage built by Lightfarm Studios and the Samsung-owned Cheil Agency to showcase the character, now available only through the Wayback Machine. The 3D virtual human, created with a mix of Adobe and other editing software applied to photographs and digital paintings, has made her reappearance on her own page on Samsung’s Brazilian website. Sam apparently lives in Brazil and runs her blog to share insights on tech and other subjects as an “up-to-date Gen Z girl,” as Samsung calls it.
Despite the recent explosion of generative AI characters and interactive chatbots, Sam appears to be solely a visual fiction overlaying content created by people working for Samsung. The website highlights Sam’s interest in video games, especially Fortnite, and seems to be aimed at becoming a virtual influencer to promote Samsung and its partners. The biography does tease that Sam “started as an assistant in Samsung’s training team,” but nothing more about her role as a potential replacement for Bixby replacement. Instead, she now runs Samsung’s virtual blog and posts videos about its products.
D'light's presence helps to humanize the brand and make it more relatable to consumers. In addition to its marketing role, the D'light mascot also plays a significant role in creating a sense of community among Samsung users. It serves as a symbol of pride for Samsung owners, and many fans of the brand have embraced the character as a mascot of their own. Overall, the Samsung D'light mascot serves as a visual representation of the brand's values, commitment to innovation, and dedication to its consumers. It is an essential element of Samsung's marketing strategy and has become an iconic symbol in the world of technology..
Reviews for "The Impact of Samsung's Mascot on Brand Loyalty and Engagement"
1. John - 1/5 - I was incredibly disappointed with the Samsung mascot. It was completely uninspired and lacked any creativity. The design was generic and forgettable, and it did not effectively represent the brand or its products. Overall, it felt like a missed opportunity for Samsung to create a memorable and engaging mascot that could have resonated with their consumers.
2. Sarah - 2/5 - I found the Samsung mascot to be quite underwhelming. It did not have any unique or distinguishing features that would make it stand out from other mascots. The design was also quite bland and uninteresting. Samsung is known for its innovative and cutting-edge technology, so I expected their mascot to be equally as impressive. Unfortunately, it fell short of my expectations.
3. Mark - 1/5 - The Samsung mascot was a complete letdown. It lacked personality and failed to capture the essence of the brand. The design was uninspiring and failed to generate any excitement or interest. I would have expected more from a company like Samsung, known for its sleek and modern designs. Overall, it was a missed opportunity to create a mascot that could have effectively represented the brand's values and products.
4. Emily - 2/5 - I was not impressed with the Samsung mascot. It felt like a generic character that could belong to any brand. There was nothing about it that made it distinctly Samsung. It lacked creativity and failed to create any sort of emotional connection with the audience. I wish Samsung had put more thought and effort into developing a mascot that would have better represented their brand and products.
5. David - 1/5 - The Samsung mascot was a complete disappointment. It felt like a cheap attempt to appeal to a younger audience without any depth or substance. The design lacked originality and failed to leave a lasting impression. I believe Samsung could have done a much better job in creating a mascot that aligned with their brand image and values. Overall, it was a missed opportunity to create a memorable and impactful mascot.