Brief Explanation

We created a live event that would become online content, launching Gear VR and humanising the technology, shifting brand perception and drive brand love. Named LifeLIVE, the project used VR technology to let people experience life-changing moments they would otherwise miss. Our event brought together two people separated by over 4,000kms so they could share the birth of their third child. It was the world’s first live VR birth. Central was the Samsung Galaxy Note 4, the mobile device at the heart of Samsung Gear VR.

Results and Effectiveness

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.

Creative Execution

LifeLIVE was launched on Facebook and Youtube, the content also being spread by social media and a global PR strategy targeting mainstream consumer, technology and trade outlets along with paid media.

Insights, Strategy and the Idea

While many are avid fans of Samsung, we wanted to reach a much broader audience who tend to see the brand in a more functional way or feel that new tech isn’t for them. LifeLIVE would simultaneously highlight the unrealised possibilities of the new VR headset and the power of the mobile device integrated into it. Media aimed to spread the story to both a tech audience and a wider consumer audience through an emotive, shareable online that would be distributed through social channels backed up by a global PR strategy.