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, inspiring us to create Integrated Multi – channel campaigns led by consumer engagement content platform.

Also, creating Branded Entertainment Content for TV in the form of short talent rtories, but at the same time creating an Online Platform where all consumer can participate and demonstrate their talent, makes a brand such as Samsung become closer to its consumer and become a Loved Brand. 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.

To successfully reach the goals, an Integrated Multi – Platform campaign was strategically designed involving users’ content’s creation on dedicated digital platforms.

We gave everybody the chance to participate and nationwide spread the word of “Scattastorie|NX Generation” (Shoot Your Story), creating an online Platform, where fans could watch the episodes and find exclusive online contents for Samsung’s camera products – i.e. Tip&Tricks.

Social contest allowed talented photographers to show their photographs themed Travel, Food, Selfies, Black&White and Fun. The best photo was chosen by the TV format coach and awarded the newest Samsung professional camera NX1.

The project was covered by a strong Social and ATL investment domination, a dedicated Media & PR event to launch the initiative.

TV FORMAT

1st ever in its typology to be created and aired in Italy

2,5 Million contacts reached without massive communication

SOCIAL CONTEST

4,000,000 social interactions totally

10,000 photos uploaded online

OFFLINE ACTIVITIES

• PR event with major specialized media in order to officially launch the project

• 84 journalists attended the final ceremony organized at EXPO Gate

• More than 80 articles published overall

• 5,615 visitors attended the photo exhibition

• 96 attendants at Guindani’s workshop (max capacity reached)

COMMERCIAL OUTCOMES

• Samsung CSC MS increased by 36,6% and raised up to over 51% by week 52 (Y2014) in just 4 weeks

• Samsung Photo Retailer MS in November 2014 increased by 431% compared to October 2014

• Steady 3rd position in awareness reached by Samsung Digital Cameras during 2014, outperforming Sony historical Digital Brand

CORPORATE SOCIAL VALUE

Along with the empowerment of young talents, the winner flew to Haiti with Stefano Guindani in order to contribute to the making of a photographic book dedicate dto the daily support locally provided by the foundation Nuestros Pequenos Hermanos, represented in Italy by Fondazione Francesca Rava (www.nph-italia.org). Therefore, the winner could further learn on his own skin what professionalism in photography means.