OVER THE HORIZON

ClientSAMSUNG MOBILE RUSSIA
Category H01. Integrated Multi-Platform Campaign (Online & Offline)
TitleOVER THE HORIZON
Product/ServiceSAMSUNG
Entrant CHEIL WORLDWIDE Moscow, RUSSIA
Idea Creation CHEIL WORLDWIDE Moscow, RUSSIA
Production RED PEPPER FILM Moscow, RUSSIA
Credits
Name Company Position
Mitya Yusov Cheil Russia Creative Director
Eldar Bikkinin Cheil Russia Digital creator
Tania Chepko Cheil Russia Agency Producer
Dmitry Shagov, Anna Ziganshina Cheil Russia Copywriters
Alena Klepikova Cheil Russia Art Director
Ekaterina Smygina Cheil Russia Strategic Alliances Director
Alexey Sivets, Artem Grigoriants Cheil Russia Brand experience managers
Ivan Sosnin Red Pepper Film Director
Evgenia Balabanova Cheil Russia Art Director

The Campaign

We told general public that their opportunities are limitless. The story of Alexander Zhuravlev – a blind traveler who makes beautiful photographs — inspired people to make them see their own opportunities.

Creative Execution

1. We shot an inspirational online-film about the blind traveller’s journey to South Ural, the Russian region famous for its severe climate and beautiful landscape. 2. We launched a microsite “Over the Horizon”, containing this online-film and gallery of Alexander's photos, that everyone could buy to donate money for charity. The site contained a special “inner sight” VR section enabling users to experience the world through blind man’s vision. 3.The project was promoted by the largest visual Shazam in the world. Members of the public were able to access the project website by Shazam-ing the 28-storey “Hydroproject”? building which has a facade which looks like a Samsung smartphone that is the biggest media screen in Europe. 4. We organized an offline exhibition of Alexander's photos with a VR zone that gave visitors an opportunity to switch to blind man’s vision and get a better understanding of his artworks.

50+ million people – reach 700+ mentions in the media portals 100 000+ posts in social networks 1,5+ million Shazam contacts; Brand Pride +33% (PTO relative gap between recognizers and non-recognizers)

Our audience 18-45 y.o., city dwellers Our campaign channels: — digital inspirational film — promo web-site with integrated VR experience, photo gallery and charity e-commerce — biggest shazamable object in the world & media facade in Europe — offline exhibition with integrated VR experience — owned social media — cooperations with popular Russian media platforms To engage general public in brand’s culture we used wide range of media channels. The campaign was launched simultaneously online and offline, on the biggest media facade in Europe. In total this gave us the coverage of over 800 000 daily viewers. We got support from owned and earned media.