Title	SAMSUNG EMOTION PROJECT
Brand	SAMSUNG ELECTRONICS ITALIA
Product/Service	SAMSUNG CONSUMER ELECTRONICS
Category	B02. Use of New Technology in a Promotional Campaign
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 Brief

Samsung is a highly innovative brand. A real must for a technology adopter target, but what about average people? The challange: to overcome the diffidence of an audience with a lacking familiarity with technology and show them the potentialities of virtual reality in an engaging and poignant way. Without losing the affinity of the technology-addict target.

Campaign Success

hospitalized children to experience an emotional visit to a stunning amusement park -– while they're still in the hospital. That's how 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. As a result, Samsung eMotion Project generated conversations on social media, blogs and among influencers.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

The campaign is focused on improving the brand's reputation. That's why 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 creates a relevant content for the audience, showing the benefits of the product in a powerful but emotional way. Samsung eMotion Project aims to draw the attention of new audience and to maintain the affinity of existing customers. The delivered content puts the target's interests and passions before the product, in order to stimulate emotions and ispire the audience to take positive action.