Beyond Buttons And Beeps: Consumer Durable Brands Are Changing The Content Game

If you’ve watched any of the movies from the Terminator or Transformers franchises, like us, you’ve probably spent a whole lot of time imagining yourself in a dystopian future being assisted and terrorised in equal measure by the ‘Rise of the Machines’.

Picture this. You’re walking down an aisle shopping for electronics & appliances. What would they say? Maybe something along these lines…

AC

“Pick me! I’m not just your average AC—I’m your ticket to frosty paradise! With my turbo-charged cooling system and whisper-quiet operation, I’ll have you chilling in no time. Plus, let’s talk energy efficiency – I’ll save you some serious cash on those utility bills. Oh, and did I mention my sleek design? I’ll blend seamlessly into any room, turning heads with my modern aesthetic. Hey hey don’t walk past me, the other guys can’t keep out dust, pollen and bacteria like I can.”

TV

“Ah, dear viewer, here you are, ready to embark on a journey through the vast realms of pixel-powered entertainment. With my Voice Recognition Remote you are only one click away from the depths of drama, the skies of fantasy, the cosmos of A9 Gen AI processor gaming and the guilty pleasure of reality TV. Grab your snacks, fluff your cushions, and let us embark on an epic adventure together as my low blue light protects your eyes from harmful exposure.”

FRIDGE

“Check me out – I’m the freshest, slickest, coolest fridge there is, and I’ve got all the features to prove it. Need space? I gotchu with my adjustable shelves and deep drawers, perfect for stashing that last slice of pizza out of your kid’s sight. And let’s talk tech—my smart sensors keep everything at the perfect chill level, so your lettuce stays crisp and your ice cream stays solid. Why settle for a basic fridge when you can vibe with the ultimate food fortress? Choose me, and let’s keep it fresh, fam!”

PHONE

“Hey! Ready to upgrade to a whole new world of scrolling, swiping, and snapping with your digital BFF? I’ll track your screen time and give you reminders to step away and, like, live your life. Also, have you tried out that new AR filter on this camera? It’s, like, next-level selfie game, seriously. Plus, I’ve got this dope facial recognition security feature—ain’t nobody getting into your texts without your face. And hey, I know you love multitasking, so I’ve got split-screen mode locked and loaded for maximum productivity. Let’s crush those notifications, snap those selfies, and make today hashtag-worthy, alright?”

You get the drift. We’re not there yet. But there’s no denying our collective fascination for machines that could do more than merely what they were created for. There’s no limit to our imagination here. We picture their personalities, what they do when we’re not around, and what they would say if they could communicate. Till that becomes a reality, it’s up to brand marketers to tell stories on their behalf.

Here are some great content marketing storytelling techniques that have worked for consumer durable brands around the world lately.

Stories over specs

In a category that can sometimes be cold, this commercial allowed LG to own the sunny feeling called ‘optimism’ as its brand credo.

Flip the digital rules

Flipvertising campaign for the Samsung Galaxy Z Flip 4 launch, where Aussies were nudged to embark on a digital scavenger hunt achieved a whopping 34% boost in sales.

Inclusivity is the key

In India, Voltas Beko tugged the heartstrings with its #StrongerDads film that celebrates new-age fathers who wholeheartedly embrace their equal share in household responsibilities.

At a global level, Whirlpool’s latest ‘Care Counts’ initiative goes a step forward by putting their money where their heart is. Watch their recent video here.

Think out of the social box

Globally, the standout example is Hewlett-Packard’s (HP) #HPCoachella launched in conjunction with the Coachella music festival.

Machines are getting smarter by the day. And so are consumers. They crave authenticity, creativity, and value in the content they consume. Consumer Durable Brands need to level up their content game to keep up by adapting to the changing landscape of consumer expectations and technological innovation.