| Title | SAMSUNG SMART BIKE |
| Brand | SAMSUNG ELECTRONICS ITALY |
| Product/Service | SAMSUNG CONSUMER ELECTRONICS |
| Category |
B07. CORPORATE IMAGE & INFORMATION |
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Entrant Company
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LEO BURNETT Milan, ITALY
|
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Advertising Agency
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LEO BURNETT Milan, ITALY
|
|
Media Agency
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STARCOM MEDIAVEST GROUP Milan, ITALY
|
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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 |
The Brief
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.
Our challenge was to make young people look at handcrafting with new eyes, reconnecting two generations and giving new fuel to “Made in Italy” by fostering a new generation of Italian artisans.
Describe how the promotion developed from concept to implementation
The idea was to use technology to reconnect two generations, preserving the future of “Made in Italy” and fostering a new generation of Italian artisans. In order to motivate young people to participate, we needed to build a story of global success featuring a student, a Maestro and their engaging co-creation process. A concrete evidence of the power of two generations, finally together thanks to technology. We wanted to create a newsworthy design piece as well as a powerful storytelling able to inspire new generations to preserve and innovate Italian heritage, enhancing brand perception and brand reputation.
Describe the success of the promotion with both client and consumer including some quantifiable results
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.
Explain why the method of promotion was most relevant to the product or service
Samsung enabled the first “handcrafting digital co-creation” beetween a student and her Maestro of craftsmanship, thanks to exclusive leading product-features and Samsung Maestros Academy, proving its power as a brand in supporting people’s talent. Samsung showcased its pionerring role into technological world, mixing the most advanced digital solutions with the refinement and the excellence of traditional italian handcrafting, communicating its brand values with a cultivated register. On top, it inspired many young talents to find new ways to innovate through tecnology their greatest national asset, becoming a poweful enhancer of people’s life.