CHEAPER ISN’T ALWAYS BETTER
BRAND MARKETING & COMMUNICATIONS
The Challenge
Ghana is renowned for its deeply ingrained cultural norms, particularly regarding pricing. There exists a strong aversion to high-priced products, with luxury or premium offerings often perceived as exclusive to the wealthy and affluent. Although approximately 23.4% of the population is classified as living below the monetary poverty line, a significantly higher percentage, around 45.6%, experiences multidimensional poverty, characterized by limited access to essential services such as healthcare, education, and sanitation. These socio-economic factors directly influence consumer perceptions of product pricing, especially in the electronics sector, shaping a preference for affordability and value-driven purchases.
The Strategy
Our strategy involved leveraging humor as a tool to challenge prevailing cultural norms. We developed two contrasting profiles, Kojo and Ekow, each embodying divergent perspectives on pricing and product quality. Through these personas, we aimed to illustrate how these differing beliefs influence their overall lifestyles and decision-making processes.
The Execution
From casting to location scouting, every detail was meticulously managed to bring the concept to life. The production was executed over a three-day period, allowing us to complete the shoot within the established schedule. Our post-production process was carried out with a collaborative approach, incorporating client feedback at each stage to deliver a final television commercial that exceeded expectations.
The Outcome
To date, the television commercial has become one of the most widely viewed videos nationally, garnering over twelve thousand views within the first 24 hours of its digital release. It has also had a profound impact on the Samsung brand, contributing to 2024 sales that far exceeded initial expectations.
Next Project
Take a look at our other work