Samsung Kojo & Ekow
EGL stands for Electroland Ghana Limited, a leading electronics distributor in Ghana established in 2006. Over the years, EGL has grown to become one of the top players in the Ghanaian electronics and appliance market. They distribute a wide range of well-known brands, including Samsung, Midea, and TCL, and are also the brand owner of NASCO electronics.
Brand communication and strategy are at the heart of what we do at Paper Merchant. In 2023, Samsung Ghana wanted to communicate the premium quality of their products to both their target audience and a wider audience, and we were honoured to be their partner agency in execution. We created a short, exciting, and relatable video featuring two characters, Kojo and Ekow (common Ghanaian names).
The concept: Kojo and Ekow are childhood friends who married on the same day, live as neighbours, and do almost everything together. However, they have opposing views on product quality. Kojo prefers premium products, while Ekow believes “cheaper is better.
This difference in philosophy leads to contrasting outcomes in their home lives. Ekow’s constant need to save money results in him buying low-quality products that break down easily. From his malfunctioning refrigerator to his fuzzy TV picture, Ekow’s choices lead to frustration and dissatisfaction.
Through captivating visuals and humor, we crafted the TV commercial to effectively communicate Samsung’s commitment to delivering innovation and reliability with their premium products and positioned Samsung as the ideal choice for consumers who prioritize quality and performance, reinforcing the brand’s reputation.
Client: Electroland Ghana Limited (EGL)
Agency: Paper Merchant Advertising
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