The Brief

We needed to launch Samsung’s new Gear VR technology in a way that connected with a mass audience, compelling them to share the content we produced in order to shift perceptions of the product. To do this we humanised the technology by making it central to a story that has relevance to millions: not being able to attend a life-changing moment. The resulting content about connecting two people connected with the world at large.

Creative Execution

In creating LifeLIVE we put Gear VR at the centre of a story that only it could make happen. An online min-documentary followed the story of Jace and Alison, a couple expecting the birth of their third child. Problem was, they were separated by over 4,000kms. For the sake of his family’s financial security, Jace had no choice but to work while Alison prepared for the birth alone. LifeLIVE, however, would let the couple share this special moment together by using Gear VR to create the world’s first live virtual reality birth. The resulting film was released online and spread via social media and a global PR strategy. In connecting two people we had connected the world.

Describe the creative solution to the brief/objective.

A sizeable number of people are engaged by the Samsung brand, but for many it stops with their mobile phones. LifeLIVE aimed to expand the appeal of Samsung Gear VR, a new, and seemingly niche product to these customers in addition to drawing in new customers. The campaign would also highlight Samsung’s belief that technology should exist to answer a human need. That it shouldn’t just be tech for tech’s sake.

Results

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.