| Title | VR THE FUTURE |
| Brand | SAMSUNG ELECTRONICS |
| Product/Service | SAMSUNG VR |
| Category |
B02. Use of New Technology in a Promotional Campaign |
|
Entrant Company
|
CHEIL GERMANY Schwalbach, GERMANY
|
|
Advertising Agency
|
CHEIL GERMANY Schwalbach, GERMANY
|
Credits
| Roland Rudolf |
Cheil Germany |
Chief Creative Officer |
| Joern Welle |
Cheil Germany |
Executive Creative Director |
| Moritz von Fragstein |
Cheil Germany |
Account Director |
| Daniel Gumbert |
Cheil Germany |
Director Design |
| Daniel Baek |
Cheil Germany |
Art Director Digital |
| Arno Klein |
Cheil Germany |
Art Director |
| Chris Daniel Druecks |
Cheil Germany |
Copywriter |
| Thilo Mueller-Ohldach |
Cheil Germany |
Senior Copywriter |
| Eduard Schöll |
Cheil Germany |
Account Director Digital |
| Anna Schönfeld |
Cheil Germany |
Account Manager Digital |
| Jan Doermann |
Cheil Germany |
Senior Project Manager Digital |
| André Lang |
Cheil Germany |
Senior Application Developer |
| David Bartels |
Cheil Germany |
Application Developer |
The Brief
Virtual Reality is coming like a wave and is the no. 1 trend these days.
Samsung’s visibility in the market of VR technology & experience is low compared to its mayor competitors. Therefore it is crucial to be known as one of the market leaders in this area right from the beginning. Only activation and experience helps to bring a new technology close to the audience
Campaign Success
Introducing Samsung’s VR technology to a broad audience called for an impactful moment, which we found in the 25th anniversary of the German reunification.
The work began 5 weeks before the 3rd of October with the concept of “future is the greatest gift”. It’s as true for the Germans 25 years ago as it is for the chances technology offers.
The 11 VR-films where produced and aired sequentially according to the plan to be online with the first 3 films the day the newspaper was published. Throughout October all films were aired. The execution made it possible to experience a freedom which was not even imaginable 25 years ago in Germany.
Describe the success of the promotion with both client and consumer including some quantifiable results
50 Million media reach, incl. PR
1.3 Million unique visitors
More than 155.000 VR traveller in one week
Average visit per destination 4.3 minutes
25.000 campaign cardboard goggles where out of stock in the first 12 hours
Explain why the method of promotion was most relevant to the product or service
One of the biggest newspapers in Germany, BILD, is the perfect platform to get the attention of nearly all Germans. The perfect moment was the 25th anniversary of the German reunification, where the VR Technology helps to remind what the biggest gift for all citizens is: Freedom. VR the future is a journey across Germany in 25 minutes that gives the opportunity to experience this freedom like never before.
An innovative way to combine a new technology with relevant content in an entertaining way.