Title	SAMSUNG SMART WINDSHIELD
Brand	SAMSUNG ELECTRONICS ITALIA SPA
Product/Service	SAMSUNG CONSUMER ELECTRONICS
Category	C05. Co-Creation & User Generated Content
Entrant	LEO BURNETT ITALY Milan, ITALY
Idea Creation	LEO BURNETT ITALY Milan, ITALY
Production	DEA PRODUCTION Milan, ITALY

Name	Company	Position
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.

Campaign Success

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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

Explain why the method of promotion was most relevant to the product or service

The Smart Windshield was born out of a direct relationship with Italian millennials. By engaging the audience who needed the product the most, Samsung was able to not only partner with millennials to create a life-saving product, but also build a meaningful relationship with a traditionally skeptical audience.

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.