| Title | #BEFEARLESS |
| Brand | SAMSUNG ELECTRONICS |
| Product/Service | SAMSUNG GEAR VR |
| Category |
B02. Mobile Apps |
|
Entrant
|
CHEIL GERMANY Schwalbach, GERMANY
|
|
Idea Creation
|
CHEIL GERMANY Schwalbach, GERMANY
|
|
Idea Creation 2
|
CHEIL WORLDWIDE Seoul, SOUTH KOREA
|
|
Idea Creation 3
|
CHEIL WORLDWIDE Dubai, UNITED ARAB EMIRATES
|
|
PR
|
CHEIL GERMANY Schwalbach, GERMANY
|
|
PR 2
|
CHEIL WORLDWIDE Seoul, SOUTH KOREA
|
Credits
| Guido Boehm |
Cheil Germany |
Creative Director |
| Wain Choi |
Cheil Worldwide |
Chief Creative Officer |
| Stuart Mills |
Cheil Worldwide |
Creative Director |
| Jax Jung |
Cheil Worldwide |
Associate Creative Director |
| Annika D'Ambrogio |
Cheil Germany |
Senior Copywriter |
| Hayden Yu-Hyun Lee |
Cheil Worldwide |
Copywriter |
| Jinwoo Ryu |
Cheil Worldwide |
Art Director |
| Joohee Lee |
Cheil Worldwide |
Art Director |
| Rafael Maggessi |
Cheil Germany |
Art Director |
| Wesley Yoon |
Cheil Germany |
Art Director |
| Samater Liban |
Cheil Germany |
Account Director |
| Joern Welle |
Cheil Germany |
Executive Creative Director |
The Campaign
We launched the VR-program BeFearless:
In collaboration with psychologists and VR experts, we developed a VR-app to overcome fear of heights. For the first time, a scientifically proven VR-app utilizes heart rate and eye movement to provide personal and instant feedback. In increasing levels, the user learns how to deal with situations of height. Virtual reality provides a safe training environment where he playfully works on facing his fears.
Creative Execution
Development of the VR app started in March 2015 and the first stable version was finalized in October. A clinical study with 82 participants at the Yonsei University in Seoul has been conducted.
Around the same time, a group of people with fear of heights was selected as a test group to be documented on camera during their first weeks of training.
Over the course of two-weeks we captured their training and progress on camera.
The documentation video was launched on YouTube in early January.
The clinical testing of the Gangnam Severance Hospital at Yonsei University proves the
success: 87.8% of all 82 test persons made progress. The program is now used in the
hospital’s VR clinic. The app has been translated into four languages and is a treatment
option for people in the whole world.
In general, virtual reality is often misunderstood as a technology that is limited to entertainment. By creating an VR-app that helps people to overcome their fears, we proved that VR truly helps people and benefits their life in the long term and opened a new perspective on it.
TARGET AUDIENCE & RELEVANCE TO PLATFORM
Virtual reality fits perfect our target audience: People with fear of heights are used to missing out on certain experiences in life to avoid facing their fear. Training in virtual reality takes out the stress for the users and helps them to face those situations in real life. Even though it has been out test persons’ first VR experience, there faced no technical challenges. Everyone enjoyed the comfortable usage and the high quality content.
APPROACH
The core of the BeFearless Program is scientifically proven data and insights combined with the latest technological innovations. The unconventional approach to confrontation therapy allows the user to playfully practice at home and always be in control of the level of heights they want be confronted with.