Cannes Lions

Relúmĭno

CHEIL, Seoul / SAMSUNG / 2018

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Overview

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Overview

Description

Relúm?no supports the user vision using the backside camera of smartphone when the device is connected to VR device. The app alters the camera images to correct the vision of user (enhancing contrast, zoom in/out, color change, etc.). Other devices with similar functions are worth 10,000 dollars. The users also must visit the manufacturers by themselves. On the contrary, Relúm?no is innovative since it is free for everyone if they have Galaxy smartphones and Gear VR devices.

Execution

Famous movie director, actors and actresses were casted for the movie and we followed a general PR method of normal commercial movies. This movie was released free on YouTube and local channels of major countries in the world (Naver, Yuku, etc.). ‘Samsung Electronics Newsroom,’ Samsung Electronics’ global brand journalism channel, use its network to provide subtitles of the movie with 17 different languages. They also produced the ‘Barrier-Free’ version, which is a voiceover movie for visually impaired people. We also provided press release for the public and held a press preview.

Outcome

The movie recorded over 30 million views after just a month of release. Major domestic press companies introduce it to the public. Countries that recorded the most views were Thailand (24%), Vietnam (22%) and Indonesia (21%). There were replies such as "heartwarming" and "it made me look people with visual impairment differently." Furthermore, there were three times more questions about Relúm?no app on the homepage and the app download counts was increased by 30%.

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