Creative Execution

The story of the lead up to the birth, and how the technology would bring our separated parents together, formed the basis of a mini-documentary. This content was launched on Facebook and Youtube and was spread via social media and a global PR strategy targeting mainstream consumer, technology and trade outlets along with paid media. Two pieces of branded video content were created - a longer form launch piece and a shorter follow up piece. Our ambition was to create content that didn’t just highlight the technology, but its human applications, thereby driving mass viewing and brand love for Samsung.

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.

Our objective was to create content that launched Samsung’s Gear VR in a way that humanised the technology in order to shift brand perception and drive brand love. To do this we created Samsung LifeLIVE, a project that used VR technology to overcome the tyranny of distance and let people experience life-changing moments they would otherwise miss in a new way. Our first project brought together two people separated by over 4,000kms so they could share the birth of their third child together. It was the world’s first live VR birth. Central to the experience was the Samsung Galaxy Note 4, the mobile device that sits are the heart of the Samsung Gear VR headpiece. The PR strategy supporting the resulting documentary-style film helped drive mass talkablity and buzz via global PR coverage, not only amongst consumers but also technology and trade media.