Samsung has just unveiled a new virtual avatar, a weird-looking cartoon bug called G-NUSMAS. The avatar is “coming soon”, but I can’t help but to wonder what happened to the company’s other virtual avatar that was leaked last year—Sam, who is… arguably more appealing.
“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… 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,” said YH Lee, the Chief Marketing Officer and Head of Global Marketing at Samsung Electronics.
I have no idea what Internet meme they’re talking about, but apparently, Samsung created G∙NUSMAS to “connect with younger generations”, specifically millennials and Gen-Zers. And if you haven’t figure it out by now, G-NUSMAS is also SAMSUNG backwards.
As for what Samsung plans to do with this virtual avatar, they said that they will be releasing a series of short-form videos about the story of G∙NUSMAS. The series will start from birth and accidental arrival on Earth, to its 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,” continued Samsung.
Even though I think Sam, a leaked mascot for Samsung, would have been a more popular character, I can see why Samsung was a bit unsure to launch her. I see how thirsty people have already been for her, as well as other pretty female avatars. It’s regular internet territory, but it could potentially taint the brand. Still, I don’t know what a silly little dancing bug could add to make their brand seem cool, because this isn’t really the move if they want to be cool.
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