| Title | SAMSUNG EMOTION PROJECT |
| Brand | SAMSUNG ELECTRONICS ITALIA |
| Product/Service | SAMSUNG CONSUMER ELECTRONICS |
| Category |
I03. User Experience |
|
Entrant Company
|
LEO BURNETT ITALY Milan, ITALY
|
|
Advertising Agency
|
LEO BURNETT ITALY Milan, ITALY
|
|
Production Company
|
BEDESCHI FILM 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 |
| 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 |
Creative Execution
The 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). A short film has been produced to tell these children's emotional and poignant experience.
We first delivered the content through targeted mails, addressed to already existing customers who
asked for information about Samsung Gear VR. Then, the content has been delivered through the
brand communication channels (YouTube, Facebook, Twitter).
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 aims to draw the attention of new audience and to maintain the affinity of
existing customers, delivering a unique content that could stimulate emotions and ispire the target
to take positive action. The project points out the potentialities of Samsung Gear VR technology by
developing an engaging and empathetic story. This video isn't just a demonstation of technological
features: it humanizes the brand and the product. For the first time ever, VR technology turns into
an emotional medicine: Samsung Gear VR has been used to allow hospitalized children to
experience a visit to an amusement park -– while they're still in the hospital. 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).