Samsung Smart Play-Board is a “Corporate Reputation’ operation, as well as an engagement, and – at the end – a wooden game-board for children. We do believe it’s a breakthrough idea which points to a new direction in the industry. We would be honoured to submit it as TITANIUM.

The Italian educational system provides the same teaching-style for millions of children. According to contemporary learning-theories, instead, different children should be taught differently, encouraging individual learning-paths.

Our strategy was to provide know-how, inspirations and tools to the new generation of Italian Digital Artisans that we are fostering through our Samsung Maestros Academy Master’s Degree initiative, enabling them to develop innovation-projects with a great PR-value and positive influence on brand-awareness, brand-perception and brand-preference. Along with a young Digital Artisan we have created Samsung Smart Play-Board, the first smart-tool for recognizing and developing all children’s intelligences, by tracking children’s actions with a technological-heart and sending valuable information to educators and parents via smartphone.

Macerata University has reviewed and endorsed the project, starting a beta-testing phase in Italian pre-schools and a co-generation process with professors and students from the Department of Humanities, and taking Samsung Smart Play-Board to the next level.

Samsung Smart Play-Board is a game-changer for the world of education that has immediately triggered a great conversation on traditional and social media, especially after the press conference at the 2015 Milan Design Week. The result was an increased brand-perception and consumer awareness among several target audiences, including young families and young adults; two important Italian target-audiences. Macerata University expressed a deep interest right after the first early presentation, becoming the official Scientific endorser of the project. Thanks to this partnership, the first release of Samsung Smart Play-Boards is being tested in several Italian pre-schools, under the scientific endorsement of Macerata University, hugely increasing the PR-value and the meaningfulness of the whole project. As part of Samsung Maestros Academy Master’s Degree initiative, the project contributed to generate a +300% interaction-rate on social networks compared to IED benchmarks and a +10% compared to Samsung ones, reinforcing brand penetration among young audiences.

Samsung Smart Play-Board was first presented during the Samsung Maestros Academy Master’s Degree academic selection in September 2014. Pietro Rigamonti, the Samsung Smart Play-Board digital artisan, uploaded the project on the dedicated platform, being awarded with one of the full sponsorships that Samsung provided. From this moment on, for 6 months, the project was improved at the Samsung offline master course along with Giuseppe Bilancioni, a pedagogist from La Giocomotiva and the agency ‘Innovation Team’. This academic path was fully covered through an Online Branded Content showcased on IED.TV, social networks and on major Italian blogs. From April 2015, the whole project was presented, reviewed and improved along with the Department of Humanities at Macerata University, assuming a new level of excellence. During the 2015 Milan Design Week the idea was presented to an international audience of influencers and experts, earning coverage on the biggest Italian media.

Samsung is a leading technology brand that people usually associate to specific products and features rather than core human values. Our objective was to create awareness on Samsung brand-essence: a company that designs its products to amplify people’s life possibilities. The Italian educational system, despite the strong creative Italian tradition, still provides the same teaching style to millions of children, exposing them to unnecessary failures. That’s why different children should be taught differently.

This created the chance to strengthen Samsung image among the target audience, turning the brand into the enabler of a solution with a great positive impact on future generations.

Along with a young Digital Artisan – attending Samsung Maestros Academy Master’s Degree Course – we have created Samsung Smart Play-Board, the first smart-tool for recognizing and developing the unique potential of every child, by tracking children’s actions and sending valuable information to educators and parents via smartphone.