#BEFEARLESS

ClientSAMSUNG ELECTRONICS AUSTRIA GMBH
Category H01. Integrated Multi-Platform Campaign (Online & Offline)
Title#BEFEARLESS
Product/ServiceSAMSUNG GEAR VR
Entrant CHEIL WORLDWIDE Vienna, AUSTRIA
Idea Creation CHEIL WORLDWIDE Vienna, AUSTRIA
Idea Creation 2 SAMSUNG ELECTRONICS AUSTRIA Vienna, AUSTRIA
Media Placement PERFORMICS Vienna, AUSTRIA
Production CHEIL WORLDWIDE Vienna, AUSTRIA
Credits
Name Company Position
Roland Fleck Cheil Austria GmbH CEO
Cosima Serban Publicis Media Austria Newcast Director (formerly Performance Lead at Performics) | Publicis Media Austria
Christoph Tilley MXR CEO
Philip Hartmann Samsung Austria Hear of eCommerce & Digital Marketing

The Campaign

In addition to digital content, which was used for different media channels, 360° videos were produced, which made the viewers feel as if they were able to experience situations of fear in real life. In a virtual and safe environment people should learn to overcome their fears, with the help of Samsung, a brand that doesn't only produce high quality technology, but also delivers solutions for a better life.

Creative Execution

The 360 ° videos were displayed using an ideal mix of customized target group clusters, optimal contextual segmentations on YouTube and Facebook and substantially increased brand search and interaction, as the tailored YouTube brand uplift study showed. We used a minimal budget for a maximum impact and outcome, thus making the implementations very lucrative.

In the Paid Media segment, despite a low initial investment and thanks to ongoing optimization, the campaign which was focused on Video and Social Media, generated 14.556.500 impressions, 2.676.400 video views and 263.905 clicks. The average Cost per View value was very performant, with 0.01 Euro. In the Owned and Earned Media areas, the #BeFearless content generated 8.109 new Facebook fans, 802 new Instagram followers, 1.100 new Twitter followers, 399 new YouTube subscribers, 7.250 interactions, and 52.000 clicks for the website. The campaign won Best in Show Media, Gold for best Social Media Campaign, Bronze for best Virtual Reality Video and Bronze for best Online Video locally, from IAB Austria in 2017.

360° videos that helped people take a first step in facing some of their biggest fears were needed to reach a broad and relevant audience. Different clusters within the main target group segments were targeted using precise combinations - the relevancy for the mindset shouldn't only be high, but the messages should also be attention-grabbing and memorable - interactivity should help users connect with Samsung on a deep level, as the brand is an enabler and problem solver, not solely a brand.