| Title | SAMSUNG SMART PLAYBOARD |
| Brand | SAMSUNG ELECTRONICS ITALIA |
| Product/Service | SAMSUNG CONSUMER ELECTRONICS |
| Category |
D07. Corporate Image & Communication |
|
Entrant Company
|
LEO BURNETT ITALY Milan, ITALY
|
|
Advertising Agency
|
LEO BURNETT ITALY Milan, ITALY
|
|
Production Company
|
DEA PRODUCTION Milan, ITALY
|
|
Production Company 2
|
BLOOMPIX Milan, ITALY
|
Credits
| 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 |
| Alice Jasmine Crippa |
Leo Burnett Co. Milan Italy |
Copywriter |
| Andrea Muccioli |
Leo Burnett Co. Milan Italy |
Art Director |
| Nicoletta Zanterino |
Leo Burnett Co. Milan Italy |
Creative Team |
| Alessandro Polia |
Leo Burnett Co. Milan Italy |
Creative Team |
| Raffaella Ramondetti |
Leo Burnett Co. Milan Italy |
Social Media/Content Manager |
| Andrea Castiglioni |
Leo Burnett Co. Milan Italy |
Project 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 |
| Davide Enrico Agosta |
Leo Burnett Co. Milan Italy |
Director |
| Maria Luisa Crisponi |
Leo Burnett Co. Milan Italy |
Agency Producer |
| Paola Nicolini |
University Of Macerata |
Associate Professor Of Development And Educational Psychology |
| Giuseppe Bilancioni |
La Giocomotiva Milano |
Pedagogist |
| Pietro Rigamonti |
Ied Milano |
Digital Artisan |
Brief Explanation
Samsung Smart Play-Board is a product-innovation idea that elevates the role of technology to a powerful enhancer on people’s life, creating a positive influence on brand perception and brand preference. Smart Playboard is a game-changing technology for the world of education, that leverages on the capabilities of Samsung smartphones to achieve valuable goals. In April 2015 Samsung Smart Play-Board project became an on-going Research Project in collaboration with University of Macerata and an official design project presented during the 2015 Milan Design Week, enhancing the PR value of the project even more.
Creative Execution
Samsung is a leading technology brand that people usually associate to specific products and features rather than core human values. Our objective was to create awareness on Samsung brand-essence: a company that designs its products to amplify people’s life possibilities. Samsung Smart Playboard is an innovative way to combine the capabilities of every Samsung smartphone, with a new hardware and software solution. A dedicated physical device collects data though an app about the children’s natural behaviors, helping teachers support every child's unique potential and turning individual learning-paths into a feasible best-practice in every Italian school.
Results
Samsung Smart Play-Board is a game-changer for the world of education that has immediately triggered a great conversation on traditional and social media. The result was an increased brand-perception and consumer awareness among several target audiences, including young families and young adults.
Macerata University has reviewed and endorsed the project, starting a beta-testing phase in Italian pre-schools. The project has been already presented to Howard Gardner – Hobbs Professor of Cognition and Education at Harvard – who judged it an innovative solution to support the creation of better teaching strategies, thanks to the unprecedented chance to collect valuable data through Samsung technology.