Relatability is fully embedded in popular culture right now, politically, economically and even ecologically. People seek out upbeat, relatable content for self-care, to simply regulate their mood. Brands can also tap into this feel-good factor via the storytelling content. Gen Z’s love to consume video content and it can be an effective, authentic way to market product lifestyle fit.

With this in mind the Africa Future Generation Lab debuted the Gen Z brand short film. Telling a story of connection, where Samsung products naturally enable friends & family to connect with the people and places that they love and express themselves however they feel necessary. Coupled with hints of heritage and celebration as an overarching theme, South Africans get to visualise the role Samsung products play in their everyday lives as they say goodbye to winter and welcome the new season.

The film features an array of Samsung products, including:

• The Galaxy Flip 5
• The Freestyle and it’s battery base
• The SoundTower
• Bespoke JetVac, Fridge and Microwave oven.

Watch here:

Gen Z Lab is made up of 73 employees from the 10 regions, who are all in their 20s. They are willing ‘Samsung fans’ who love their company and its products and are full of passion to create content on social media.

The 73 members plan to collect ideas within the group to find a more familiar name to Gen-Zers to replace the name Gen Z Lab. Playing a proactive role, they will plan and create marketing activities.

Gen Z Lab members share their feelings and expectations about their future activities

All members of Gen Z Lab have completed a training course, which was held online over the month of October. This workshop provided them with the information they must know for their future activities. Starting with understanding the brand insights of Samsung Electronics, the course includes various lectures from Kantar, a global market research institute, Facebook, and Stanford University. They also have the opportunity to learn about content creation and visual storytelling from successful YouTubers.

After completing the one-month training, these Gen Zers will listen to what their peer group wants by exploring various marketing activities. It will lead them to create and implement new marketing ideas for better products and services. The members are also expected to produce content focused on specific interests and the lifestyle of Gen Z in each region, as well as organise popup events and collaborate and partner with Gen Z’s favourite brands and artists.

Along with the individual Gen Z Lab in each region, the Gen Z Lab under the umbrella of the Global Marketing Centre will be in charge of global projects. Its additional role is to share the latest trends with executives to help their understanding of Gen Z and provide insights that can support the business decision making process. To accelerate these activities, an advisory group will be organised and will collaborate with the consultative group in the business division and mentor groups.

 “Gen Z Lab is a newly created organisation to connect with Gen Z across the regions including South Africa. We expect Gen Z Lab members to become true storytellers who can represent Gen Z customers in their own disruptive and creative ways,” said Dudu Mokholo, Chief Marketing Officer at Samsung Africa. Gen Z Lab has taken the first step in sharing a common goal across the globe. We root for creative and exciting marketing activities from Gen Z Lab members.”