Title | LIFELIVE |
Brand | SAMSUNG |
Product / Service | GEAR VR |
Category | A03. Storytelling |
Entrant | LEO BURNETT SYDNEY, AUSTRALIA |
Entrant Company | LEO BURNETT SYDNEY, AUSTRALIA |
Advertising Agency | LEO BURNETT SYDNEY, AUSTRALIA |
Media Agency | STARCOM MEDIAVEST GROUP Sydney, AUSTRALIA |
Production Company | RAPID VR Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Andy Dilallo | Leo Burnett Sydney | Chief Creative Officer |
Mark Tutssel | Leo Burnett Chicago | Global Chief Creative Officer |
Grant Mcaloon | Leo Burnett Sydney | Executive Creative Director |
Vince Lagana | Leo Burnett Sydney | Executive Creative Director |
Jeremy Devilliers | Leo Burnett Sydney | Executive Print Producer |
Bruno Nakano | Leo Burnett Sydney | Art Director |
Jason Young | Leo Burnett Sydney | Typographer |
Amanda Quested | Leo Burnett Sydney | Client Service Director |
Laura Dowling/Grace Kluver | Leo Burnett Sydney | Account Management |
Christopher Baron | Leo Burnett Sydney | Director/Editor |
Matthew Gain | Edelman PR | Chief Operating Officer |
Carla Webb | Edelman PR | Associate Director |
Susannah DiLallo | Rapid Films | Executive Producer |
Dave Klaiber | Rapid VR | Director - Perth |
Taylor Steele | Rapid VR | VR Video Director |
Kodaline | Band | Band |
Andrew Stevenson | We Love Jam | Sound Design |
Earle Dresner | Rapid Films | DOP |
Ben Nott | Rapid VR | DOP |
Toni Higginbotham | Toni Higginbotham Casting | Casting Director |
LifeLIVE was an online film that documented the virtual birth. To make it happen we spent months refining the live feed to the VR headset and the phone contained within. We achieved this by customising and 360 degree camera and leveraging existing tech to make the VR stitching seamless. The resulting film was released on Youtube and Facebook and spread via social media and a global PR strategy targeting online and offline mainstream consumer, technology and trade outlets along with paid media.
Samsung removed the tyranny of distance, creating a new class of memories that have never previously existed – memories that only our technology can make possible. Over 15 million views globally. Over $10 million earned media. Social platform engagement: 4.9 million Social media impressions: 17.6 million. 65% organic views. This story shows the positive role Samsung can play in society by connecting people in meaningful experiences.
We needed to launch Samsung’s new Gear VR in a way that every day people could relate to. In doing so we would create interest in the product beyond the usual niche audience of early adopters. Our strategy to achieve this goal was to humanise the technology with a story that resonated with millions. Namely, the bringing together of a couple separated by over 4,000kms so they could share the birth of their child, together. It would be the world’s first live virtual reality birth.
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