Samsung brings G. NUSMAS, its official avatar, to Kenya

Samsung Electronics East Africa is welcoming G. NUSMAS the official Samsung Electronics Avatar, to East Africa, to interact and engage with consumers in the local markets as the Face of the latest A-series campaign that will take off from the month of April.

G∙NUSMAS is a small, blue alien with large, beady eyes. Through a series of mysterious events, this whimsical creature became a top-secret engineer at Samsung, helping the company develop innovative technologies that both inspire creativity and empower users.

The idea of G∙NUSMAS came from a joke that people make whenever Samsung releases a new, unique product — that Samsung must have hired an alien being to design and develop its innovative technologies.

Samsung created G∙NUSMAS in order to connect with younger generations, inspire creativity, and empower specifically Millennial and Generation Z (MZ) consumers.

“Borrowing an idea from an Internet meme, which shows customers’ affectionate interest in Samsung Electronics, a friendly and pleasant avatar has come out into the world,” said Mr. Charles Kimari Director of Mobile Experience Division at Samsung Electronics East Africa.

“By letting our whimsical and brilliant aliens show different sides of Samsung to the public, I hope our consumers can feel more familiar with our brand.”

The name ‘G∙NUSMAS’ is ‘Samsung’ spelt backwards. Its home planet of Nowus-129, a planet 100 million light years away from Earth, also refers to the address of the company’s headquarters, 129 Suwon in South Korea, spelt backwards.