Title	SAMSUNG SMART PLAYBOARD
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	DEA PRODUCTION Milan, ITALY
Production Company 2	BLOOMPIX 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
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

The Campaign

The Italian educational system provides the same teaching style for millions of children, exposing them to unnecessary failures, ignoring individual learning capabilities and cultural differences. Private schools, instead, encourage 'Multiple-intelligence' thanks to customized learning-paths. A similar approach requires the possibility to support every child individually, even in crowded learning environments (avg. Italian class has 25-28 kids). Our strategy was to showcase how the generation of Italian Digital Artisans, we are fostering with the 2015 Samsung Maestros Academy Master's Degree initiative, is able to support children in expressing their unique potential, elevating Samsung brand to a visionary innovator for mankind's sake. Along with a young Digital Artisan – attending Samsung Maestros Academy Master's Degree Course – we have created Samsung Smart Play-Board, the first smart-tool for recognizing and developing the unique potential of every child, by tracking children's actions and sending valuable information to educators and parents via smartphone. The first step to turn individual learning-paths into a feasible best-practice in every Italian school. Macerata University – a leading worldwide center for Multiple-Intelligence studies – has reviewed and endorsed the project, starting a beta-testing phase in Italian pre-schools and a co-generation process with professors and students from the Department of Humanities, and taking Samsung Smart Play-Board to the next level. The sooner Italian schools get the chance to adopt Samsung Smart Play-Boards, the sooner will they hit the target of reducing the number of unnecessary failures for children, a cornerstone in developing a strong self-esteem.

The Brief

The objectives of the campaign were elevating Samsung brand to a powerful enhancer of people's talent. For this reason we investigated which possible projects could have the best impact on people's life thanks to technology. Education emerged as a key area, as often remarked by the Italian National Institute of Statistics. We immediately discovered that Macerata University has an established international relevance for international researches in Learning Sciences. This created the chance to strengthen Samsung image by turning the brand into the enabler of a solution with a great positive impact on future generations.

Execution

Samsung Smart Play-Board was first presented during the Samsung Maestros Academy Master's Degree academic selection in September 2014. Pietro Rigamonti, the Samsung Smart Play-Board digital artisan, uploaded the project on the dedicated platform, being awarded with one of the full sponsorships that Samsung provided. From this moment on, for 6 months, the project was improved at the Samsung offline master course along with Giuseppe Bilancioni, a pedagogist from La Giocomotiva and the agency 'Innovation Team'. This academic path was fully covered through an Online Branded Content showcased on IED.TV, social networks and on major Italian blogs. From April 2015, the whole project was presented, reviewed and improved along with the Department of Humanities at Macerata University, assuming a new level of excellence. During the 2015 Milan Design Week the idea was presented to an international audience of influencers and experts, earning coverage on the biggest Italian media.

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, especially after the press conference at the 2015 Milan Design Week. The result was an increased brand-perception and consumer awareness among several target audiences, including young families and young adults; two important Italian target-audiences. Macerata University expressed a deep interest right after the first early presentation, becoming the official Scientific endorser of the project. Thanks to this partnership, the first release of Samsung Smart Play-Boards is being tested in several Italian pre-schools, under the scientific endorsement of Macerata University, hugely increasing the PR-value and the meaningfulness of the whole project. As part of Samsung Maestros Academy Master's Degree initiative, the project contributed to generate a +300% interaction-rate on social networks compared to IED benchmarks and a +10% compared to Samsung ones, reinforcing brand penetration among young audiences.

The Strategy

Our strategy was to provide know-how, inspirations and tools to the new generation of Italian Digital Artisans that we are fostering through our Samsung Maestros Academy Master's Degree initiative, enabling them to develop innovation-projects with a great PR-value and positive influence on brand-awareness, brand-perception and brand-preference. Samsung Smart Play-Board projects activates at least 3 target audiences: children, who now can enjoy a new gaming experience that increases their self-awareness, parents who can discover more about their children's predisposition and talents, and teachers who can start better recognize and support every child as if he is the only in the class, enabling powerful individual learning paths thanks to the data-gathering capabilities of technology. In this perspective Samsung becomes the enabler of a multi-angle push-forward better education, generating knowledge and making it available among different target audiences.