| Title | SAMSUNG SMART WINDSHIELD |
| Brand | SAMSUNG ELECTRONICS ITALIA SPA |
| Product/Service | SAMSUNG CONSUMER ELECTRONICS |
| Category |
E06. Co-Creation & User Generated Content |
|
Entrant
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LEO BURNETT ITALY Milan, ITALY
|
|
Idea Creation
|
LEO BURNETT ITALY Milan, ITALY
|
|
Production
|
DEA PRODUCTION Milan, ITALY
|
Credits
| Francesco Bozza /Alessandro Antonini |
Leo Burnett Company Srl |
Executive Creative Directors |
| Christopher Jones |
Leo Burnett Company Srl |
Creative Director |
| Giovanni Salvaggio |
Leo Burnett Company Srl |
Associate Creative Director |
| Andrea Marzagalli |
Leo Burnett Company Srl |
Associate Creative Director |
| Giuseppe Pavone / Luca Ghilino / Nicoletta Zanterino / Marco Viganò / Alice Crippa |
Leo Burnett Company Srl |
Creative Team |
| Andrea Castiglioni |
Leo Burnett Company Srl |
Senior Project Manager |
| Raffaella Ramondetti / Lia Paganini |
Leo Burnett Company Srl |
Social Media & Content Managers |
| Maria Luisa Crisponi |
Leo Burnett Company Srl |
Agency Producer |
| Davide Agosta |
DEA Production |
Director |
| Paolo Agosta |
DEA Production |
Music Artist |
The Campaign
Samsung Smart Windshield is the first technological windshield that connects to your smartphone through a wifi connection and an app so you can keep both hands on the handlebars. The special windshield works as a second screen that displays the GPS navigator in an easy to read mode. It notifies the rider of callers, and sends an automatic sms reply that the driver is on the road. It also gives basic notifications of other apps, allowing the rider to decide if they should pull over to respond. With the Smart Windshield, the smartphone remains in the rider’s pocket, and their hands remain on the handlebars.
Creative Execution
10 windshields were created for the official launch event held in March at the Samsung Smart Arena in Milan. We allowed everyone to see, touch, and try the windshields at this event. People are able to book a test drive at the Samsung District in Milan to experience the Smart Windshield for themselves.
Through a partnership with Yamaha, we are currently working on a broader, second release.
9,7m reaches on Facebook, with over 15000 comments
3,5m online video views
More than 100 journalists involved in the press release
1,4m interactions
5.314.330 media impressions
1.820.143 ave
In Italy, there are an increasing number of accidents involving two-wheeled vehicles due to smartphone usage while riding; 25% of motor scooter accidents involving riders age 18-24 are caused by smartphone use while driving. 3 out of 5 Italian millennials ride a motor scooter, so what better place to find a solution than a collaboration with this demographic.
Samsung invited youngsters to interact with a mixed group of experts on their Mixed Talents platform to collaborate together to help change this dangerous driving behavior.
We knew riders practicing this dangerous habit were highly unlikely to change with scare tactics, so we created a safe way for them to stay connected to their smartphone through a world first use of the motor scooter windshield as a second screen.