Cannes Lions

Very Real Love

CHEIL WORLDWIDE, Beijing / SAMSUNG / 2018

Presentation Image
Case Film
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Overview

Entries

Credits

Overview

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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