Title	SAMSUNG MAESTROS ACADEMY
Brand	SAMSUNG ELECTRONICS ITALY
Product/Service	SAMSUNG CONSUMER ELECTRONICS
Category	C01. INTEGRATED CAMPAIGN LED BY PROMO & ACTIVATION
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. 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.