Cannes Lions
CHEIL WORLDWIDE, Beijing / SAMSUNG / 2018
Overview
Entries
Credits
Description
Use Virtual Reality to bring bring children closer to their parents.
The role of a father in China is about being strict and unbendable. Children are under a constant pressure and it’s extremely hard for them to express their love. By using Samsung Virtual Reality Gear they got the opportunity to finally say what’s in their hearts. While the fathers are watching their child finally being able to show their love, they were places in front of them in real life. That’s how we were able to break through the traditional rules of Chinese culture and bring them closer. On the day of the annual Chinese Reunion Day, Virtual Reality brought a whole new dimension to love.
Execution
Live experiment held on the date of China Reunion festival, recorded and posted on Samsung Galaxy official SNS account and Samsung Galaxy Community.
Timeline
2nd Mar 2018- 4thMar 2018
Placement
Samsung Galaxy official SNS account and Samsung Galaxy Community.
Scale
0 media budget
Outcome
2,700,000
touching (video view)
140,394
campaign view
29 to 33
Bas Index
2017 Q2 has increased from 29 to 33
(vs. Apple) comparing from 2016 Q2
and
Fathers finally say “I Love You’
Live event recorded and posted on Samsung official SNS account and Samsung Galaxy Community.
Viewers take action and say love to their parents.
Change in behaviour :
Viewers take action and say love to their parent.
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