| Title | VIRTUAL MOTIVATION |
| Brand | SAMSUNG ELECTRONICS NORDIC AB |
| Product/Service | GEAR VR |
| Category |
B01. Guerrilla Marketing & Stunts |
|
Entrant
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DDB STOCKHOLM, SWEDEN
|
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Idea Creation
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DDB STOCKHOLM, SWEDEN
|
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Media Placement
|
STARCOM Stockholm, SWEDEN
|
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PR
|
WENDERFALCK Stockholm, SWEDEN
|
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Production
|
ACNE PRODUCTION Stockholm, SWEDEN
|
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Production 2
|
MEDIAMONKS Stockholm, SWEDEN
|
Credits
| Joel Ekstrand |
DDB Stockholm |
Art Director |
| Nick Christiansen |
DDB Stockholm |
Copywriter |
| Susanne Ytterlid |
DDB Stockholm |
Account Manager |
| Christian Westelindh |
DDB Stockholm |
Account Director |
| Jacob Sandström |
DDB Stockholm |
Business Director |
| Mattias Coldén |
DDB Stockholm |
Agency Producer |
| Sebastian Reinbring |
DDB Stockholm |
Graphic Designer |
The Campaign
We enlisted legendary British football coach Harry Redknapp and had him give the motivational speech of a lifetime to New Mills AFC – the worst team in England – through the wonder that is VR. His speech became online and VR content, but we also documented the players reactions as they wore Samsung Gear VR goggles (most of them for the very first time) and had Mr. Redknapp deliver a personal speech to the players. This also worked as digital content that would activate the brand and create engagement.
Campaign Success
Both Harry’s VR experience and New Mills’ event were documented and launched online in both own and bought media with the objective to spread to earned media.
Describe the success of the promotion with both client and consumer including some quantifiable results
As of writing this, the project have gotten 27 665 460 views and 73 490 044 impressions through the online content, tweets and publications. It reached 70% of the target audience.
Explain why the method of promotion was most relevant to the product or service
We created an event that works as brand activation with the purpose of engaging consumers digitally while promoting the Samsung Gear VR and Samsung Galaxy S7 smartphone.
Samsung Nordics uses the ecosystem as an ever evolving argument to opt in to the world of Samsung’s products. So to make a campaign for Gear VR also means showing the capabilities of the Galaxy S7. The primary target audience of Samsung in the Nordics does not have age or gender, but rather a way of thinking, and comprises of about 10% of the Nordic population. They are known to be ahead of the curve, and enjoy purposeful storytelling, among other things. We wanted to give them an emotional argument around VR that asks the question: Can VR help you be better?