Title	SAMSUNG EMOTION PROJECT
Brand	SAMSUNG ELECTRONICS ITALIA
Product/Service	SAMSUNG CONSUMER ELECTRONICS
Category	A01. Corporate Reputation & Communication
Entrant Company	LEO BURNETT ITALY Milan, ITALY
Advertising Agency	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

The campaign is focused on improving the brand's reputation. Samsung eMotion Project points out the potentialities of Samsung Gear VR technology by developing a compelling, empathetic and educational storytelling. The delivered content puts the target's interests and passions before the product, in order to stimulate emotions and inspire the audience to take positive action. 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). A short film has been produced to tell these children's emotional and poignant experience; the documentary-styled piece shows how VR technology can really turn into an emotional medicine.

The Brief

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 positively 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?

Execution

For the first time ever, we turned a free-roaming VR experience into an emotional medicine, that could really help sick children to renew their will to live and heal faster. Step 1: we first delivered the content through targeted mails, addressed to already existing customers who asked for information about Samsung Gear VR. Step 2: the content has been delivered through the brand communication channels (YouTube, Facebook, Twitter), in order to engage and to influence the existing brand followers and to encourage spontaneous sharing among new audience thanks to the emotional potential of the story.

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 release; 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.

The Strategy

We delivered 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. Samsung eMotion Project aims to draw the attention of new audience and to maintain the affinity of existing customers: the campaign 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).