Samsung: Over The Horizon [english]

Credits & Description:

Over the Horizon
Agency: Cheil Russia
Client: Samsung Mobile Russia
Authors:
Mitya Usov, Cheil Russia, Creative Group Head
Dmitry Sherbakov, Cheil Russia, Digital Creative Lead
Alena Klepikova , Cheil Russia, Art director
Irina Filina, Cheil Russia, Copywriter
Ekaterina Smygina , Cheil Russia, Head of solutions center
Anna Evstratova , Cheil Russia, Content director
Tania Chepko , Cheil Russia, producer
Timur Konusbekov, Cheil Russia, Digital producer
Artem Grigoriants , Cheil Russia, Brand experience manager
Katia Bondarchuk , Cheil Russia, SMM manager
Ivan Sosnin, Red Pepper Film, Director
Danil Golovanov, Red Pepper Film, Creative producer
Seif El Hakim , Samsung , Samsung Mobile Marketing Director in Russia
Svetlana Millina , Samsung , Head of marketing communications and collaborative marketing:
Elena Podolskaya, Samsung , Marketing manager
URL: http://www.samsung.com/ru/horizon/
Synopsis:
Most people live within the constraints that they create by themselves. Samsung wanted to inspire general public to push beyond their comfort zone and understand that daily life has much more to offer.Goals: strengthen perception of Samsung as a brand that cares, engage general public in the brand culture and values through socially oriented product content. All these goals are set to increase PTO of the brand.So, we told general public that their opportunities are limitless. The story of Alexander Zhuravlev – a blind traveler who makes beautiful photographs — inspired people to make them see their own opportunities.What did we do:• inspirational online-film about the blind traveler’s journey to South Ural, the Russian region famous for its severe climate and beautiful landscape. • microsite “Over the Horizon”, containing this online-film and gallery of Alexander's photos, that everyone could buy to donate money for charity. The site contained a special “inner sight” VR section enabling users to experience the world through blind man’s vision.• project was promoted by the largest visual Shazam in the world. Consumers were Shazam-ing the 28-storey “Hydroproject” building - the biggest media screen in Europe.• offline exhibition of Alexander's photos with a VR zone Results:50+ million people – reach700+ mentions in the media portals100 000+ posts in social networks1,5+ million Shazam contacts;Brand Pride +33%