The project showed that VR reality is not only emotionally experiential: it’s rationally instrumental in helping children’s recovery path. This initiative paved the way to a brand-new kind of care of sick children: the experience proved to be a valuable emotional support that can help hospitalized children heal faster.

Samsung eMotion Project aims to draw the attention of new audience and to maintain the affinity of existing customers, delivering a unique content that could stimulate emotions and inspire the target to take positive action. The project points out the potentialities of Samsung Gear VR technology by developing a compelling, empathetic and educational storytelling. For the first time ever, Samsung Gear VR has been used to allow hospitalized children to experience an emotional visit to a stunning amusement park -– while they’re still in the hospital.

Samsung Gear VR headsets have been donated to Santa Maria Goretti hospital, so that from now on more than 2000 children per year will be able to live this experience. The campaign paved the way to a brand-new kind of care of sick children: the experience proved to be a valuable way of providing genuine emotional support.

We registered a significant improvement of the brand’s reputation, thanks to the audience’s spontaneous sharing of the content: more than 15.000 users reached just in the first day of release; the overall brand channel’s followers increased by 47%.

The project generated conversations both online and offline. Within one week, the overall brand communication channels’ traffic increased by 64%. 72% of the reached audience asked for more information about the product; lead generation efforts have been rewarded: until now, Samsung Gear VR’s sales increased by 15%.

The emotional potential of Samsung Gear VR has been put at the disposal of the pediatric department of Santa Maria Goretti hospital in Latina; more than 20 video contents were specifically created with a 360° camera, filming the most engaging attractions of Movieland (an amusement park near Lake Garda). A short film has been produced to tell these children’s emotional and poignant experience; the documentary-styled piece shows how VR technology can really turn into an emotional medicine.

We first delivered the content through targeted mails, addressed to already existing customers who asked for information about Samsung Gear VR. Then, the content has been delivered through the brand communication channels (YouTube, Facebook, Twitter).

Samsung Gear VR is a highly innovative product. A real must for a technology adopter target, but what about average people? Samsung Gear VR can easily be perceived as complicated and far from customers’ everyday needs. The challenge: to overcome the diffidence of an audience with a lacking familiarity with technology and show them the potentialities of Samsung Gear VR in a powerful but emotional way. Without losing the affinity of the technology-addict target.

Medical researches have shown that a light-hearted attitude positively impact on children’s recovery path; these scientific evidences let us wonder: what if we could turn a free-roaming VR experience into an emotional medicine, that will really help sick children to renew their will to live and heal faster?