Title | LIFELIVE |
Brand | SAMSUNG |
Product / Service | GEAR VR |
Category | B02. Use of Mobile Devices |
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 |
Vince Lagana | Leo Burnett Sydney | Art Director |
Grant Mcaloon | Leo Burnett Sydney | Copywriter |
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 VR | 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 VR | DOP |
Ben Nott | Rapid VR | DOP |
Toni Higginbotham | Toni Higginbotham Casting | Casting Director |
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.
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.
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.
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.