|Product / Service||GEAR VR|
|Category||B02. Use of Other Digital Solutions in a Promotional Campaign|
|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|
|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|
|Andrew Stevenson||We Love Jam||Sound Design|
|Earle Dresner||Rapid VR||DOP|
|Ben Nott||Rapid VR||DOP|
|Toni Higginbotham||Toni Higginbotham Casting||Casting Director|
|Andy Dilallo||Leo Burnett Sydney||Chief Creative Officer|
Our task was to launch Samsung’s cutting edge Gear VR technology in a way that every day people could relate to. To do this we needed to do more than just an ad campaign. Our communications needed to humanise the technology and show that it could be relevant to a wider audience than those interested in technology. To do this we applied the Gear VR headset to a problem affecting millions ever day: not being able to attend a life-changing moment. The resulting online film told the story of a husband and wife who would not be able to share the birth of their child. LifeLIVE, however, would use the Gear VR to bring them together in a new way with the world’s first live virtual reality birth. This opened our audience’s eyes to the true human potential of this new technology.
Beyond a small number of highly engaged tech enthusiasts, new technology like Samsung’s Gear VR is usually met with wariness from a wider audience used to seeing tech fads with little relevance to their lives come and go. Our strategy was to overcome this indifference with a campaign to promote Gear VR in a human way by linking to a story millions could empathise with.
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.
The starting point for LifeLIVE was the creation of an online film documenting a completely new use for Gear VR. Namely, the bringing together of a couple who could not physically share the birth of a child. To do this we found Jace and Alison. For the sake of his family’s financial security, Jace was working over 4,000kms from home. But LIfeLIVE would let him and Alison experience this profound moment together with the world’s first live VR birth. The resulting mini-documentary was released on Facebook and Youtube, backed up by a social media plan and a global PR strategy.