Title	RE:SHAKESPEARE
Brand	SAMSUNG & THE ROYAL SHAKESPEARE COMPANY
Product/Service	RE:SHAKESPEARE
Category	A07. Corporate Image & Sponsorship
Entrant	CHEIL UK London, UNITED KINGDOM
Idea Creation	CHEIL UK London, UNITED KINGDOM
Production	UNIT9 London, UNITED KINGDOM

Name	Company	Position
Malcolm Poynton	Cheil Worldwide	Global Chief Creative Officer
Tom Evans	Cheil Worldwide	Executive Creative Director
Mark Fretten	Cheil Worldwide	Creative Director
Rob Perham	Cheil Worldwide	Creative Director
Andy Day	Cheil Worldwide	Design Director
Oliver Wright	Cheil Worldwide	Executive Producer
Chris Chalk	Cheil Worldwide	Chief Strategy Officer
Laura Cortes	Unit 9 London	Creative Director, UX
Marc d Souza	Unit 9 London	Executive Producer
Pierre Trochu	Unit 9 London	Project Manager

The Campaign

We partnered Samsung with the Royal Shakespeare Company – one of Britain’s most reputable cultural institutions - to create RE:Shakespeare, an innovative platform that used Samsung and RSC-owned digital channels to deliver the RE:Shakespeare app to our target audience as part of the RSC’s Education Outreach Programme. RE:Shakespeare helps students explore Shakespeare’s work through performance - standing up, speaking out loud – the way his plays were intended it to be experienced. As they work through a series of immersive 360° and interactive challenges, hosted by celebrity influencers and performance experts, they’re transformed from passive readers to active performers, discovering his stories, characters and language in exciting new ways. By engaging directly and physically with the words and rhythms of the text, Shakespeare’s complex thoughts and language start to make sense, inviting an instinctive and personal learning response.

Creative Execution

RE:Shakespeare was launched via online Youtube Trailers, Samsung-owned channels and the Summer 2015 edition of the RSC’s Education news, (a bespoke eDM reaching over 2000 schools country-wide.) Once in the hands of students in a class setting, the app became a showcase for Samsung technology; innovative use of video and re-purposing of native Android features (such as the world-first 360° performance of scenes from Much Ado about Nothing on the RST stage) - all presented by cultural influencers like David Tennant and Akala the rapper - created real excitetment among this demanding audience - especially given the context of more traditional desk-bound Shakespeare study. The app was subsequently made available free-of-charge via the Google Play Store placing Samsung tech into the hands of a wider audience and bringing Shakespeare to life on the 400th anniversary of his death

The RE:Shakespeare app was distributed, via a bespoke RSC digital channels to 1,200 schools, 2,000 teachers and over 530,000 young people. The campaign generated 68 pieces of targeted coverage with a total reach of 707,594,733 and a media value of £1,173,316. Highlights included 20 pieces of national coverage including features in The Times, The Telegraph and The Mail on Sunday. Online, cultural influencers from The Guardian to Fast Company have praised its intent and it has been described on one prominent Shakespeare blog as “…not just-a must-have but a “drop-whatever-it-is-that-you’re-doing-and-get-down-to-Google-Play-and-download-it-now” must have.” It was subsequently featured in a 3-minute segment of the Economist's "What The World Will Be Talking About in 2016" online thought-piece. And every time a student picks up the app and delivers their performance, they are responding in the way that Shakespeare always intended – and experiencing it all through Samsung technology.

With over 70% of 11-17 year olds having access to a mobile device at home and over 75% of primary and secondary classes using them as learning tools, the choice of mobile to reach this audience was a given. At the same time, research said that 25% of teenagers admit to being influenced by celebrities more than people they know - with the five most influential figures among 13-18 year olds coming from the YouTube generation. So our approach was simple: engage through interactive performance, supported by celebrity influencers – and deliver it directly into the hands of our audience -via the RSC's digital channels and Education Outreach Programme; helping raise awareness of the brand and creating genuine engagement and buzz about Samsung technology among our target audience where they least expected - in their literature lessons at school.