We decided to convince Samsung - as one of the leading manufacturers of consumer electronics - to try communicating a seemingly risky from the brand’s perspective problem – the negative impact of unconscious use of modern technologies on interpersonal relations. The proposed tool was an innovative solution adapted to the Client's profile. The project was designed to combine education and entertainment while using state-of-the-art technologies. It was expected to promote appropriate models of behaviour in an attractive and interesting way, by employing a mobile app.

At selected cafes that partnered with the project, we awarded consumers for not using their phones during meetings with friends. The dedicated SAMi app allows pairing our phone with our friend's device, and then built-in sensors check whether or not a given phone is used during the meeting. If the meeting is not disturbed by reaching for the phone for at least 15 minutes, the chatting persons receive a gift from the cafe, e.g. a cup of coffee or a dessert. The application was active in 14 partner cafes, in three big Polish cities: Pozna?, Krakow and Warsaw.

The SAMi project lasted for three months (November 2015 - February 2016). Over that period we conducted intense media relations. We invited selected leading lifestyle and technology media journalists to a meetings in partner cafes, in order to describe the SAMi project. The app was promoted at Google Play and Galaxy.

• Tier 1: Outcomes/awareness - change in behaviour, shifts in stakeholder decisions, brand equity

Over the first 10 weeks of the project, the SAMi application helped over 1500 people to spend over 60 hours on meetings with friends that were not interrupted by glancing at phones.

• Tier 2: Knowledge/consideration - coverage depth (quality/quantity), tone and message delivery, purchase intent (survey)

The interesting insight and non-standard solution to the problem generated interest of technology and lifestyle media. Over 70 important lifestyle and technology media in Poland have published about the SAMi project in the period of 3 months. All the publications were written in a very positive tone. Samsung was praised for raising an important and controversial issue in an innovative way, combining education (related to that serious problem) and entertainment.