Title	SAMSUNG EMOTION PROJECT
Brand	SAMSUNG ELECTRONICS ITALIA
Product/Service	SAMSUNG CONSUMER ELECTRONICS
Category	A05. Branded Live Experience
Entrant Company	LEO BURNETT ITALY Milan, ITALY
Contributing Company	LEO BURNETT ITALY Milan, ITALY
Production Company	BEDESCHI FILM Milan, ITALY

Name	Company	Position
Francesco Bozza	Leo Burnett Co. Milan Italy	Executive Creative Director
Alessandro Antonini	Leo Burnett Co. Milan Italy	Executive Creative Director
Christopher Jones	Leo Burnett Co. Milan Italy	Creative Director
Nicoletta Zanterino	Leo Burnett Co. Milan Italy	Copywriter
Alessandro Polia	Leo Burnett Co. Milan Italy	Art Director
Alice Jasmine Crippa	Leo Burnett Co. Milan Italy	Creative Team
Federica Rebuzzini	Leo Burnett Co. Milan Italy	Creative Team
Andrea Castiglioni	Leo Burnett Co. Milan Italy	Project Manager
Raffaella Ramondetti	Leo Burnett Co. Milan Italy	Social Media/Content Manager
Niccolò Arletti	Leo Burnett Co. Milan Italy	Managing Director
Viktoria Ovtcharenko	Leo Burnett Co. Milan Italy	Account Director
Federica Giacomotti	Leo Burnett Co. Milan Italy	Account Manager
Isabella Guazzone	Leo Burnett Co. Milan Italy	Agency Producer
Claudio Gallinella	Bedeschi Film	Director
Diana Passone	Bedeschi Film	Producer

The Campaign

Every year, in Italy, children hospitals host more than one million and a half little patients. For a child, recovery usually translates into a lonely, disheartening period stuck in bed, away from his family and friends. Medical researches have shown that a light-hearted attitude positevely impact on children’s recovery path; these scientific evidences let us wonder: what if we could use the emotional potential of VR technology to make a real difference? What if we could turn a free-roaming VR experience into an emotional medicine, that will really help sick children to renew their will to live and heal faster? We created Samsung eMotion Project: for the first time ever, Samsung Gear VR has been used to allow hospitalized children to experience an emotional visit to a stunning amusement park -– while they’re still in the hospital. The emotional potential of Samsung Gear VR has been put at the disposal of the pediatric department of Santa Maria Goretti hospital in Latina; more than 20 video contents were specifically created with a 360° camera, filming the most engaging attractions of Movieland (an amusement park near Lake Garda). Samsung eMotion Project paved the way to a brand-new kind of care of sick children: the experience proved to be a valuable way of providing genuine emotional support, turning around not only the mood of the little patients, but also their whole approach to recovery. Samsung Gear VR headsets have been donated to Santa Maria Goretti hospital, so that from now on more than 2000 children per year will be able to live this experience.

We registered a significant improvement of the brand’s reputation, thanks to the audience’s spontaneous sharing of the content: more than 15.000 users reached just in the first day of realease; the overall brand channel’s followers increased by 47%. The project generated conversations both online and offline. Within one week, the overall brand communication channels’ traffic increased by 64%. 72% of the reached audience asked for more information about the product; lead generation efforts have been rewarded: until now, Samsung Gear VR’s sales increased by 15%. Samsung Gear VR headsets have been donated to Santa Maria Goretti hospital, so that from now on more than 2000 children per year will be able to live this experience. The campaign paved the way to a brand-new kind of care of sick children: the experience proved to be a valuable way of providing genuine emotional support.

Samsung eMotion Project delivers a unique and exclusive story that the audience will not find anywhere else. The project points out the potentialities of Samsung Gear VR technology by developing an engaging, empathetic and educational story. This video isn't just a demonstation of technological features: it creates a relevant content for the audience, humanizing the brand and the product. Far from using a corporate brand tone of voice, Samsung eMotion Project talks to the audience in their language: the delivered content puts the target's interests and passions before the product, in order to stimulate emotions and ispire the audience to take positive action. Samsung eMotion Project provides a content engineered to be shared, by addressing both the brand's key objectives (to promote and create awareness of Samsung Gear VR) and the audience's needs (to be entertained and to be informed about the features of the product).