Emotional Thai Samsung Electronics campaign looks at importance of vocational education

By Taruka Srivastav | Reporter



Creative Works article

October 17, 2019 | 3 min read

Thai Samsung Electronics is celebrating its 30th anniversary by highlighting the challenges faced by vocational students and how the Samsung Dual Vocational Education Program helps them overcome it.

As part of its #DoWhatYouCant campaign, Samsung has rolled out a 5-minute film titled 'The Mechanic' created by Cheil Worldwide Thailand which showcases the challenges students have to face in real life and how the vocational students are under-appreciated in Thailand.

The education program prepares students for vocational careers as skilled technicians, a profession in high demand in both the Thai and ASEAN labor markets.

Thai Samsung Electronics campaign highlights the benefit of Samsung Dual Vocational Education Program

Thai Samsung Electronics campaign highlights the benefit of Samsung Dual Vocational Education Program

According to an official statement, the film has already recorded more than 15 million YouTube views in one week.

Veerasit Shinawatra, manager of IMC Strategy at Thai Samsung Electronics, commented: “Dual Vocational Education Program is one of the many projects that Samsung has done for 30 years in Thailand. We appreciate the love and trust that Thai people has given us, and would continue to create innovations for their happiness. The online film is another way to build emotional connection with Thai consumers.”

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Samsung: The Mechanic by Cheil Thailand

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Samsung is a South Korean multinational conglomerate headquartered in Samsung Town, Seoul. It comprises numerous affiliated businesses, most of them united under the Samsung brand, and is the largest South Korean chaebol.  

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