Title | SAMSUNG MAESTROS ACADEMY |
Brand | SAMSUNG ELECTRONICS ITALY |
Product/Service | SAMSUNG CONSUMER ELECTRONICS |
Category |
A06. OTHER DIGITAL SOLUTIONS IN A DIRECT MARKETING CAMPAIGN |
Entrant Company
|
LEO BURNETT Milan, ITALY
|
Advertising Agency
|
LEO BURNETT Milan, ITALY
|
Media Agency
|
STARCOM MEDIAVEST GROUP Milan, ITALY
|
Production Company
|
MAGNOLIA Milan, ITALY
|
Credits
Mark Tutssel |
LEO BURNETT CO. CHICAGO USA |
Global Chief Creative Director |
Francesco Bozza/Alessandro Antonini |
LEO BURNETT CO. MILAN ITALY |
Executive Creative Director |
Christopher Jones/Anna Meneguzzo/Cristiano Tonnarelli |
LEO BURNETT CO. MILAN ITALY |
Creative Directors |
Paolo Boccardi |
LEO BURNETT CO. MILAN ITALY |
Digital Creative Director |
Alice Jasmine Crippa |
LEO BURNETT CO. MILAN ITALY |
Copywriter |
Gianluca Ignazzi/Alessia Casini |
LEO BURNETT CO. MILAN ITALY |
Art Directors |
Joseph Menda/Cristina Bissanti/Felipe Iglesias/Gaia Barison/Alberto Lot/Lia Paga |
LEO BURNETT CO. MILAN ITALY |
Creative Team |
Ornella Vittorioso |
LEO BURNETT CO. MILAN ITALY |
Planner |
Andrea Castiglioni/Francesco Loprete |
LEO BURNETT CO. MILAN ITALY |
Project Managers |
Riccardo Biancorosso/Gaia Fusaro |
LEO BURNETT CO. MILAN ITALY |
Producers |
Alberto Maderna |
LEO BURNETT CO. MILAN ITALY |
Mock/Up Artist |
Giada Cioffi |
LEO BURNETT CO. MILAN ITALY |
Art Buyer |
Maria Teresa Genovese |
LEO BURNETT CO. MILAN ITALY |
Pr Coordinator |
Niccolò Arletti |
LEO BURNETT CO. MILAN ITALY |
Managing Director |
Elena Korzhenevich |
LEO BURNETT CO. MILAN ITALY |
Brand Leader |
Luca Ruspini/Davide Nava |
LEO BURNETT CO. MILAN ITALY |
Account Supervisors |
Federica Giacomotti |
LEO BURNETT CO. MILAN ITALY |
Account Manager |
Gianluca Mori |
LEO BURNETT CO. MILAN ITALY |
Technical Director |
Michele Rho |
|
Film Director |
The Brief
Samsung is a leading technology brand whose marketing approach has always focused on launching products and features. This brand needed to be more approachable for people so to let them capture its human side: a brand that designs its technological products to launch people, to accelerate their possibilities in real life. The target audience was drawn both from existing customers and new ones, informing about specific product features as well as core brand values in an engaging and valuable way, addressing a crucial Italian problem and offering great chances to empower young people’s talent through technology.
Creative Execution
“Samsung Maestros Academy” is the first digital platform where young talents can learn how to become the next masters of “Made in Italy” through technology and the only place with such an extensive content about ancient crafts. Maestros demonstrated the power of two generations working together thanks to technology, with 12 branded stories aired on Discovery-Italia Channels and several innovative design pieces that triggered the curiosity of the Milan Design Week event.
Our educational content enhanced the consumer awareness on specific products-features as well as the brand relevance and reputation, elevating Samsung brand to a powerful enhancer of people’s talent.
Describe the creative solution to the brief/objective.
We aimed to reconnect two generations preserving the future of “Made in Italy” and fostering a new generation of Italian artisans. We used Samsung technology to connect great handcrafting masters and young talents, innovating Italian heritage and teaching ancient crafts in a smarter way. We turned an invaluable tradition in an engaging online experience, thanks to extensive 40 video-tutorials and live interactive lessons, paving the way for great stories of success connecting two generations, enabled by Samsung technology. The projected rensponse was to inspire many young talents to preserve and innovate the greatest Italian heritage, generating even outstanding design pieces.
Results
The academy generated a great conversation, with over 3-million people reached on Twitter and 4.5 million on FB, 6 million TV-viewers and 30 million media-impressions in Italy alone. During all interactive lessons, users asked specific questions regarding what they learnt through the platform. Almost the 50% of live-lessons participants asked the Maestros to become apprentices, exceeding the available positions by 300% on average and then generating positive hiring opportunities for other artisans. Maestros inspired young talents to preserve and innovate the Italian heritage and 12 of them produced design-pieces that impressed the social audience and the Milan Design Week event.