| Title | BEAT THE STREET |
| Brand | SAMSUNG ELECTRONICS BENELUX |
| Product/Service | GEAR VR |
| Category |
B04. Mobile Games |
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Entrant
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CHEIL BENELUX Amsterdam, THE NETHERLANDS
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Idea Creation
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CHEIL BENELUX Amsterdam, THE NETHERLANDS
|
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PR
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HVDM Voorburg, THE NETHERLANDS
|
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Production
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WEMAKEVR Amsterdam, THE NETHERLANDS
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Production 2
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FAT FRED Amsterdam, THE NETHERLANDS
|
Credits
| Taco Zuidema |
Cheil Benelux B.V. |
Art Director |
| Huib Maaskant |
Cheil Benelux B.V. |
Copywriter |
| Geert-Jan Bijlstra |
Cheil Benelux B.V. |
Art-Director |
| Ton van Jole |
Cheil Benelux B.V. |
Associate Creative Director |
| Annemiek den Uil |
Cheil Benelux B.V. |
Associate Creative Director |
| Hans van Gils |
Cheil Benelux B.V. |
Strategy |
| Mariska Kloezen |
Cheil Benelux B.V. |
Business Director |
| Judith Langeslag |
Cheil Benelux B.V. |
Account Director |
| Sanne Kleindijk-Zaalberg |
Cheil Benelux B.V. |
Digital Producer |
| Leon van Oord |
WeMakeVR |
Director |
| Avinash Changa |
WeMakeVR |
Director |
| Susanne Huisman |
WeMakeVR |
Producer |
| Alice Roncier |
WeMakeVR |
Camera |
| Ricardo Viana |
WeMakeVR |
Special Effects |
The Campaign
Beat The Street.
In a virtual reality game we teach young children how to navigate in traffic. In the game they are confronted with a range of dangerous traffic situations that are very true to life.
They have to make choices and take action – for example, look carefully, cross the street or wait until it is safe to do so. The motion sensors in the Gear VR give the children live feedback so that they are confronted, in a playful way, with the consequences of their actions.
We developed the game (downloadable as an app) in collaboration with Samsung and Veilig Verkeer Nederland (the Dutch Traffic Safety Association).
Creative Execution
After carrying out research with the Dutch Traffic Safety Association, we selected the most dangerous traffic situations for cycling children. For a real-life VR experience, we filmed the situations in 360°, featuring three school friends. When you play the game, you become one of the friends and have to interact with traffic situations as well as your friends who are cycling next to you. Collisions appear cartoonish, but the message is deadly serious.
The game was launched just before the deadline of the Eurobest entry. The first results are very promising.
To raise awareness and generate as much PR value as possible for the project, we developed a campaign movie for the press, a press release and press launch with children.
PR coverage within two days after the launch:
• 79 news items
• 56,689,457 OTS
• € 594,375 PR value
• 4,483,851 impressions
Most road accidents involving children are due to their lack of experience with road traffic. It is one of the biggest worries shared by parents: their first-grader cycling to school along a new, unfamiliar route, all by themselves, or worse: with distracting friends.
We wanted to use our knowledge and mobile technology to play a relevant and meaningful role in people’s lives. Samsung wants to both demonstrate and take social responsibility by confronting (IS DIT GOED ENGELS?) and solving social problems and making a difference that fuels real changes – small or large – for the better.