Title	SAMSUNG SMART PLAYBOARD
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	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 Brief

The client's brief pointed out the need of elevating Samsung to a powerful enhancer of people's talent, engaging young people and Young families, two important Italian target-audiences. Our objective was to create awareness on Samsung brand-essence and to re-ignite the curiosity on Samsung Maestros Academy, the training platform we launched in 2014. 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.

Campaign Success

Samsung Smart Play-Board is a product-innovation idea that elevates the role of technology to a powerful enhancer on people’s life, creating a positive influence on brand perception and brand preference. Smart Playboard is a game-changing technology for the world of education, that leverages on the capabilities of Samsung smartphones to achieve valuable goals. In April Samsung Smart Play-Board project became an on-going Research Project in collaboration with University of Macerata and an official design project presented during the 2015 Milan Design Week, enhancing the PR value of the project even more.

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

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 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.

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

Samsung Smart Play-Board is a smart-device to provide insights about a child's own potential, thanks to a modular wooden-interface that children can play with, and a technological heart that tracks children's actions and sends information to educators and parents via smartphone. It's an operation designed to create immediate awareness on brand values and specific product-features, generating a great positive influence on brand-perception and brand-preference. The promotional message conveys a high human value: 'developing the full potential of every child', thus promoting the adoption of Samsung smartphones as the valuable 'smart-brains' of Samsung Smart Play-Boards. In addiction the whole project is the result of an online recruiting campaign followed by 6-month of Master's Degree course sponsored bySamsung, that offered to a brilliant student the chance to develop his own idea. Samsung products were constantly promoted in any related communication, increasing even more potential brand-preference.