| Title | SAMSUNG SMART BIKE |
| Brand | SAMSUNG ELECTRONICS ITALY |
| Product/Service | SAMSUNG CONSUMER ELECTRONICS |
| Category |
H02. BRANDED TECH (OFFLINE) |
|
Entrant Company
|
LEO BURNETT Milan, ITALY
|
|
Advertising Agency
|
LEO BURNETT Milan, ITALY
|
|
Media Agency
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STARCOM MEDIAVEST GROUP Milan, ITALY
|
|
Production Company
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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/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/Andrea Muccioli/Gaia Barison |
LEO BURNETT CO. MILAN ITALY |
Art Directors |
| Andrea Castiglioni |
LEO BURNETT CO. MILAN ITALY |
Project Manager |
| Gaia Fusaro |
LEO BURNETT CO. MILAN ITALY |
Producer |
| 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 |
| Davide Agosta/Michele Rho |
|
Film Directors |
Creative Execution
We used technology to reconnect two generations, fostering new Italian artisans. We discovered that bicycles are the most “unsafe” vehicles in Italy, with the highest mortality index, and that young people refuse to use safety-equipment, considering it uncomfortable to use. For this reason we published on Samsung Maestros Academy video-lessons featuring a legendary bike-frame builder, inviting young talents to live-interact with him. Among all the creative interactions, we supported the most innovative one, focused on safety, helping a student express her full potential. We provided the needed strategic and technological support, documenting all the process and spreading their success-story.
Samsung Smart Bike ended up on such an exciting conversation on blogs and social media that Discovery-Italia decided to feature the building process in one of the 12-episodes of the Maestros Academy TV-series. With more than 6 million TV-viewers, 7 million FB and Twitter-users reached and 60 million media-impressions -in Italy alone- Smart-bike initiative became a big topic even in major universities, including “Bocconi”, “Cattolica”, IED and even NY Fashion Institute of Technology. The Maestros Academy’ student presented her creation during the Milan Design Week event with the endorsement of EXPO2015 representative for Urban Mobility, famous journalists and design community.
Samsung is a technology brand whose marketing approach has always focused on launching products and features. We looked for a way to communicate better Samsung DNA: a brand that designs its products to “launch people”, to amplify their life’s possibilities.
We looked at the current situation in Italy: the disappearance of great handcrafting excellences despite their economical power and the dramatic unemployment of younger generations. Samsung Smart-Bike target are then young digital-skilled individuals who are looking for a successful life, and who can be motivated to innovate Italian heritage thanks to their technological skills. Our challenge was to use technology to make young people look at handcrafting with new eyes, reconnecting two generations and fostering a new generation of Italian artisans.
Samsung took the chance to create a newsworthy design piece as well as a powerful digital conservatory, inspiring new generations and enhancing brand perception and brand reputation.