Branded entertainment is now a reality in Italy: in 2014, 38% of competitor companies have been active in this field, realizing more than 5 projects of branded entertainment each, most of them being sponsored by a famous testimonial. The average budget for a project uploaded on brand channels or digital platforms is 170.000 euros; Samsung eMotion Project was delivered with an economic investment of 30.000 euros only. Nonetheless, the content succeeded to stand out in this crowded scenario.

The potential of Samsung Gear VR has been put at the disposal of the pediatric department of Santa Maria Goretti hospital in Latina; more than 20 video contents were specifically created with a 360° camera, filming the most engaging attractions of Movieland (an amusement park near Lake Garda). A short film has been produced to tell these children’s emotional and poignant experience. We first delivered the content through targeted mails, addressed to already existing customers who asked for information about Samsung Gear VR. Then, the content has been delivered through the brand communication channels (YouTube, Facebook, Twitter).

We registered a significant improvement of the brand’s reputation, thanks to the audience’s spontaneous sharing of the content: more than 15.000 users reached just in the first day of realease; the overall brand channel’s followers increased by 47%.

The project generated conversations both online and offline. Within one week, the overall brand communication channels’ traffic increased by 64%. 72% of the reached audience asked for more information about the product; lead generation efforts have been rewarded: until now, Samsung Gear VR’s sales increased by 15%.

Samsung Gear VR headsets have been donated to Santa Maria Goretti hospital, so that from now on more than 2000 children per year will be able to live this experience. The campaign paved the way to a brand-new kind of care of sick children: the experience proved to be a valuable way of providing genuine emotional support.