A new take on reporting
Corporate reports involve a lot of numbers, graphs and photography to keep the user engaged, but every now and then we see an innovative and creative solution used to showcase a company’s spirit.
Samsung builds on its recent success
I was not surprised to hear that Samsung, a company at the forefront of innovation in technology and user experience was taking inspiration from their success with viral video campaigns, releasing a video to launch their Sustainability Report 2014. It is a rather unusual rap, overlayed onto an illustration animation; outlining Samsung’s approach to employee welfare. It is well worth a watch, albeit for its rather unusual execution.
They have had a very successful year with video campaigns, and were recognised by Ad Age (Ad Age 2014 Viral Video Awards) as the most viewed brand in viral video campaigns.
Not shy of trying something different, they gave us some memorable if at times controversial campaigns, like the ridiculously expensive and some thought offensive Broadway spectacle for the launch of their smartphone in 2013, as well as the more popular “Magna Carta Holy Grail” campaign featuring Jay-Z and “Looking 4 myself” starring Usher which each reached over 50 million views.
“Here we go once again: Samsung to the rescue. Put wings to your dreams. Everyone just listen”
The video goes viral
After only one day public impressions reached 9 million, up to 25 million after 5 days, and not lost on the sustainability industry either with 420,000 in five days. Audiences are not always as accepting of their endeavours, but regardless of what we all think, this could be one of the biggest plugs for a Sustainability report. The rather bizarre video for the Sustainability report features a Korean rapper “Mad Clown”. We’ve all heard of the Japanese pop referred to as “J-Pop”, is Samsung building on Gangnam stye success with Korean Rap “K-Rap”?
“@davidcoethica: 9/10 for being different. 3/10 for execution. @Samsung’s Sustainability ‘rap’ video #csr #itsnotanapplevideo”
So what are the sustainability communities saying about it?
The video mentions that Samsung cares about diversity, have over 280,000 ‘humans’ (sorry employees), 40% of whom are women, “that don’t have to worry After giving birth Sit back, relax, no need to work”. I applaud Samsung rap as a new creative approach to their Sustainability Reporting, but can’t imagine that HR policy is such a key concern with people interested in the company’s sustainability efforts. There’s no mention of products, conflict minerals or the supply chain issues that have dogged them in recent months.
“@jordankahn: Samsung made a rap video about its sustainability report and it’s awful”
Opinion is cohesive, and kudos given for imagination and creativity but many question how well this delivers on the message they are trying to get across as well as their sustainability report. “Bizarre”, “Awkward” are the dominant expressions from both public and sustainability industry, and I have picked a few of the best.
“@larakiara I’m refusing to believe that cringe Samsung sustainability report rap is real. I’m hoping they’ve been hacked.”
“@sai Samsung just released a really bizarre awkward rap video for its sustainability report”
“@elainecohen Serioulsy? Reading: Is this the most awkward corporate rap video ever? #Samsung #CSR #Report”
What are your thoughts?