Campaign SpotlightPress Release

Campaign Spotlight: Cheil Strikes a Chord with Thai Consumers through Samsung’s #DoWhatYouCant Campaign; Opens Up Vocational Education Program

Thai Samsung Electronics’ online film “The Mechanic” created by Cheil Worldwide Thailand has recorded more than 15 million YouTube views in just one week.

As part of Samsung Electronics’ #DoWhatYouCant campaign, the film was created to commemorate 30th Anniversary of Samsung Electronics’ establishment in Thailand while communicating Samsung Digital Appliances’ commitment in the market – the Dual Vocational Education Program.


In just one week after its YouTube launch on September 22, the film recorded more than 15 million views. On Facebook page, it gathered 57,000+ reactions, 3,600+ shares and 600+ comments with most comments admiring the idea and the story of the film, while many expressing their love for Samsung brand and appreciation for the education program.

The 5-minute film was inspired by true stories of vocational students on the Samsung Dual Vocational Education Program – from challenges they have to face in real life by identifying societal pain point of vocational students being under appreciated in Thailand, to how Samsung helps students to find their potential and pursue their passions.

The education program prepares students for vocational careers as skilled technicians, a profession in high demand in both the Thai and ASEAN labor markets. Samsung has provided vocational training, internships and job opportunities, with a significant proportion of participating students going on to serve customers at Samsung Service Centers nationwide.

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.”

Thai Samsung Electronics has been awarded by Thailand’s Ministry of Education for its Dual Vocational Education Program in April. The program has assisted over 100 skilled technicians since 2016.

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