Even though no particular restrictions are seen on the regulatory side, in the Italian market traditional media are however still strongly preferred for massive investments in order to reach higher market penetration. The Branded Entertainment Content is however increasing thanks to both its inherent conversational nature and the high popularity gained by smartphones and mobile devices over the last few years. Such actual scenario interestingly allows to reach the increasing mass of elusive customers through alternative tactics on non-traditional media and channels. The Italian market is still small in terms of absolute value, but highly interesting considering future developments. Even though many companies find it risky because of outcomes’ high uncertainty, we consider it a winning story-telling tool to smartly engage and win consumers of today by bonding them and building a passionate conversation for the long-term.

In order to go viral with the project we created an online platform where users could watch the inspirational videos, read the other stories and break up with their pc writing a “break up letter”

For those who’ve made room in their hearts, we offered coupons for the purchase of the Galaxy Tab S and Notes and the chance to win the new Galaxy Tab S.

To create buzz, we shared on the social network the inspirational video and the main "break-excuses" card, which in a first moment appear to be aimed at a person rather than a computer.

www.tilascio.com

The campaign was a success because we pushed people to switch from their actual computers to the brand new Samsung Galaxy Tab S simply leveraging on one of the most known situation for all the human beings: breaking up with the loved one. This was the key element that allowed us to push on social media and all the channels and generate a very high redemption and awareness.

• Videos had 700k views

• Over 17 MIO fans were reached through Social media delivering over 30 M impressions (FB & Seeding data)

• 52.887 computers were left single and a plave in the heart for a Samsung Tablet was made

• 10.142 message have been left in order to say good bye to the good old friend – the PC

• 68.365 discount coupons have been downloaded, for the purchace of a new Galaxy Tab S

• Samsung Electronics Italia became TOP SELLING COUNTRY IN EUROPE FOR 4 WEEKS for the Galaxy Tab S