In a world where lots of brands develop CSR programs to improve their brand reputation, Samsung takes CSR a step further, offering a real solution to a real problem: youth unemployment. We gave them all the information they could possibly need, in the most attractive way for them, a mobile app full of relevant content, attractive design and interactive user experience. Packed it all in the most attractive form possible for our target, and gave it away for free download and online, on a free website.

After meetings with thousands of teenagers, we realized too many have tried to engage teenagers through PowerPoint documents. So we changed the slides in a surprise event in a Bucharest high school, a hip hop concert which became viral.

The challenge was to make them hear us. So we engaged role models to inspire them We reached to hip hop artists, entrepreneurs, sports celebrities, cultural & TV personalities whose mission became to engage in a real dialogue with the teenagers

We traveled over 3000 km visited 36 Romanian high schools, made them talk about their questions and fears about their future, tell them how important is to choose a job they love.

Social Media

A video that went viral overnight on Youtube, with over 100K views

290K video views on FaceBook and over 2,6 Million people reached

30 million online impressions

Earned media

450 clippings

Over 500K unique people reached

App of the day in the most important Romanian business newspaper

Furthermore

Over 6000 live participants at our events in the country

Over 14.500 app downloads

Positive word of mouth

Brand share of voice increase by 5% the month the app launched