#BEFEARLESS 2.0

Short List
Title#BEFEARLESS 2.0
ClientSAMSUNG ELECTRONICS
Product / ServiceSAMSUNG ELECTRONICS
CategoryA04. VR Experience
EntrantCHEIL WORLDWIDE Seoul, SOUTH KOREA
Idea Creation CHEIL WORLDWIDE Seoul, SOUTH KOREA
Idea Creation 2 CHEIL WORLDWIDE Frankfurt, GERMANY
Idea Creation 3 CHEIL WORLDWIDE Dubai, UNITED ARAB EMIRATES
Idea Creation 4 CHEIL WORLDWIDE Moscow, RUSSIA
Media Placement CHEIL WORLDWIDE Seoul, SOUTH KOREA
Media Placement 2 CHEIL WORLDWIDE Frankfurt, GERMANY
Media Placement 3 CHEIL WORLDWIDE Dubai, UNITED ARAB EMIRATES
Media Placement 4 CHEIL WORLDWIDE Moscow, RUSSIA
PR CHEIL WORLDWIDE Seoul, SOUTH KOREA
PR 2 CHEIL WORLDWIDE Frankfurt, GERMANY
PR 3 CHEIL WORLDWIDE Dubai, UNITED ARAB EMIRATES
PR 4 CHEIL WORLDWIDE Moscow, RUSSIA

The Campaign

BeFearless started as part of Samsung’s program called ‘Launching People’, a program dedicated to help millennials all over the world unleash their potential and live their lives to the fullest. The purpose of BeFearless campaign was to use Samsung’s new VR technology to help 19-29 users overcome their fears and live a life with no limit Because it was so successful in our first year, we created BeFearless 2.0 with upgraded apps that had more scenarios to experience in. Now more people around the world can overcome their fear of heights in the comfort of their homes, for free.

Creative Execution

Back in 2015, it took 10 months to complete the VR app and undergo clinical test in Korea. Users are confronted with their fears in increasing levels. For the first time, the app analyzes heart rate and eye movements to give instant personalized feedback. With the history of success on our back, we created 9 different scenarios for BeFearless 2.0. We filmed various landscapes and cityscapes situations with 360 cameras and added computer graphics to make the experience feel real. It was a total makeover of the previous app with more details and better quality. More than 5000 people around the world applied and 50 were selected to train thoroughly with the BeFearless app in guidance. Later 17 were invited to New York to challenge themselves to ride a helicopter. And once again, we helped millennials overcome their fears.

In average a paid VR app is downloaded 6000 times in one year, but BeFearless VR app was downloaded more than 800,000 times. The launching film earned more than 1 billion views and BeFearless 2.0 had more than 800 free media coverage. More than 100,000 people visited Samsung’s experiential space to try the VR app and the best of all, Samsung earned itself young millennial fans whose potentials were unleashed with Samsung technology. The medical team in Yonsei Severance Hospital who had helped build the app for the last 2 years and had gone through the clinical test of the BeFearless VR apps, recently published a medical journal titled ‘Cyberpsychology’. This describes the science and technology behind the BeFearless VR app and how it effectively enables people to overcome their fear of heights.

Conventional treatments for phobias are time-consuming and costly. In collaboration with psychologists, we decided to create a free home training VR app to help people overcome fear of heights using Samsung Gear VR and Samsung Galaxy mobile. The VR apps were tested by the medical team in Seoul and proven to be effective in overcoming fears. Just like the first campaign, we received applications from all over the world. More than 5000 people in 10 countries applied to train with BeFearless 2.0 VR apps for 4 weeks. They practiced standing in high places with the VR app, and later 17 of them were invited to New York for a helicopter challenge.

Credits

Name Company Position
Wain Choi Cheil Worldwide Chief Creative Officer
Stuart Mills Cheil Worldwide Creative Director
Jax Jung Cheil Worldwide Associate Creative Director
Hayden Yu-Hyun Lee Cheil Worldwide Copywriter
Jinwoo Ryu Cheil Worldwide Art Director
Joohee Lee Cheil Worldwide Art Director
Wonpyo Kang Cheil Worldwide Account Director
Najeong Kim Cheil Worldwide Sr. Account Manager
Bo Kim Cheil Worldwide Sr. Account Manager
Heejeong Lyu Cheil Worldwide Account Executive
Sean Hyosup Lee Cheil Worldwide VR Solution Manager
Dave Klaiber RapidVR Director
Chae-Hoon Song Skonec VR App Director
Samater Liban Cheil Germany Director Campaigning
Guido Boehm Cheil Germany Creative Director
Annika D’Ambrogio Cheil Germany Sr. Copywriter
Omar Al Jabi Cheil MEA Executive Creative Director
Anneta Rastopchina Cheil MEA Account Executive
Alexandra Park Cheil Russia Account Director
Dmitry Shcherbakov Cheil Russia Digital Strategist
Links
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