The project wants to inspire all generations increasing their awareness of the potential of an otherwise hard to comprehend technology, that positively contributes to an improved future and to society’s evolution. Therefore, we created a communication’s journey to discover the 360° video feature through a consumer engagement project that envelops all communications media - public relation, digital pr, influencer relations, events, consumer engagement, business engagement, viral activation, adv campaign – reaching the whole community (18-45 years). The experience lived by millions of people involved in the project generated a solid media impact resulting in never-before recorded data on the following day.

The campaign started with a digital teaser through social contents and a contest on MySamsung app and Samsung People to present lucky ones a behind-the-scenes special, creating buzz. Influencers received the technology in preview and shared 360° experiences on social, becoming immediately viral. Media was engaged to inform people a week early through vertical stories (tech, music, lifestyle, news, business). The launch was translated into a mix of immersive experiences, in Milan and all over Italy, revealing the new smartphone and 360° feature. The engagement of “Il Milanese Imbruttito” who met with consumers, a dinner at Palazzo Regione Lombardia for business stakeholders, a party for influencers and media, and a city laser show for consumers immersed in a sensorial 360° path (lasers redesigned Porta Nuova’s skyline linking Milan key skyscrapers, sound waves created by Italian artists and by Fatboy Slim. The campaign inlcluded by ATL on media and outdoor billboards.

Wide coverage on traditional and digital media, placing Samsung as a pioneer, qualifying and amplifying stakeholders and influencers’ relationship. 14.319.450 million Italians reached, of which key influencers (250 journalists, 100 business managers, 50 celebrities). 2.3 million Twitter views, 16.000 user interactions, 550.000 Facebook contacts and 200.000 on MySamsung App and Samsung People and 20.000 people at the event. 250 articles published (100 the first day of the campaign) on dailies, lifestyle and music magazines, as well as 15 interviews with key media. High resonance on Radio and TV (TG5, Rai 3, Studio Aperto, Class TV Moda, Rtl 105 e Radio Deejay) as well as BBC, who created a dedicated service highlighting the key role of Samsung and the potentiality of 360°. The AVE generated by media is 850.000 € and sales for the new device were at least 2.5 times greater than those of any previous Galaxy device in Europe