Title | SAMSUNG MAESTROS ACADEMY |
Brand | SAMSUNG ELECTRONICS ITALY |
Product/Service | SAMSUNG CONSUMER ELECTRONICS |
Category |
B07. CORPORATE IMAGE & INFORMATION |
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. As a result people are clear on what the brand does, but connect it to the products and not to its higher “human” missions. The brand needed to be more approachable for people and let them capture its core values: to design technological products able to launch people, to amplify their experiences and to accelerate their possibilities in real life. Samsung wanted to make people use its technology to demonstrate how powerful this can be in their lives.
Describe how the promotion developed from concept to implementation
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.
Describe the success of the promotion with both client and consumer including some quantifiable results
The academy generated a great conversation, reaching over 3-million people on Twitter, 4.5 million on FB, 6 million TV-viewers and 30 million media-impressions in Italy alone. During interactive-lessons, users asked specific questions regarding what they learnt through the platform. Almost the 50% of live-lessons participants asked to become apprentices, exceeding the available positions by 300% on average and generating hiring opportunities for artisans. Maestros inspired young talents to preserve and innovate the Italian heritage, even producing design-pieces that impressed the social audience and the Milan Design Week event, ultimately enhancing people’s perception and awareness regarding Samsung brand and exclusive products-features.
Explain why the method of promotion was most relevant to the product or service
Samsung enabled the first digital platform where young talents can learn the secrets of world-famous artisans through technology, proving its power in supporting people’s talent. Samsung showcased its extensive range, using them in unconventional and meaningful ways. This gave us the occasion to demonstrate how technology can bring together two generations, sharing the knowledge of hancrafting masters from all over Italy and beyond. Technology inspired a generation to preserve and innovate the greatest Italian heritage, enhancing the brand relevance and brand reputation in consumers’ mind, as well as the awareness of specific products features used in the educational content.