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

Name	Company	Position
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.