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Maestros Academy

Industry: Electronics & Audio-Visual
Style: Minimalism
Describe the brief from the client:
Samsung is a leading technology brand whose marketing approach has always focused on launching products and features. This brand needed to be more approachable for people so as to let them capture its human side: a brand that designs its technological products to launch people, to accelerate their possibilities in real life. The target audience was drawn both from existing customers and new ones, informing about specific product features as well as core brand values in an engaging and valuable way, addressing a crucial Italian problem and offering great chances to empower young people’s talent through technology.

Creative Execution:
“Samsung Maestros Academy” is the first digital platform where young talents can learn how to become the next masters of “Made in Italy” through technology and the only place with such an extensive content about ancient crafts. Maestros demonstrated the power of two generations working together thanks to technology, with 12 branded stories aired on Discovery-Italia Channels and several innovative design pieces that triggered the curiosity of the Milan Design Week event.
Our educational content enhanced the consumer awareness on specific products-features as well as the brand relevance and reputation, elevating Samsung brand to a powerful enhancer of people’s talent.

Creative Solution to the Brief/Objective:
We aimed to reconnect two generations, preserving the future of “Made in Italy” and fostering a new generation of Italian artisans. We used Samsung technology to connect great handcrafting masters and young talents, innovating Italian heritage and teaching ancient crafts in a smarter way. We turned an invaluable tradition in an engaging online experience, thanks to extensive 40 video-tutorials and live interactive lessons, paving the way for great stories of success connecting two generations, enabled by Samsung technology. The projected response was to inspire many young talents to preserve and innovate the greatest Italian heritage, generating even outstanding design pieces.

The academy generated a great conversation With more than 1 million Youtube-views in few days, 4.5 million FB-users reached, 6 million TV-viewers and 30 million media impressions in Italy alone. During all interactive lessons, users asked very specific questions regarding what they learnt through the platform. Almost the 50% of live-lessons participants asked the Maestros to become apprentices, exceeding the available positions by 300%, on average. Maestros inspired many young talents to preserve and innovate the greatest Italian heritage and 12 of them produced amazing design-pieces that impressed the social audience and even the Milan Design Week event.
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Other credit:Digital Creative Director: Paolo Boccardi
Creative Team: Cristina Bissanti, Felipe Iglesias, Alberto Lot, Lia Paganini
Project Manager: Andrea Castiglioni, Francesco Loprete
PR Coordinator: Maria Teresa Genovese
Managing Director: Niccolo Arletti
Brand Leader: Elena Korzhenevich
Technical Director: Gianluca Mori
Cannes Lions International Festival of Creativity 2014
Gold PR
Corporate Reputation & Communication
Cannes Lions International Festival of Creativity 2014
Bronze Direct
Use of Other Digital Platforms
Cannes Lions International Festival of Creativity 2014
Bronze Promo & Activation
Integrated Campaign Led by Promotion and Activation
The Kinsale Shark Awards 2014
Gold Media
Best local execution of a global brand
The Kinsale Shark Awards 2014
Bronze Integrated
Best campaign using 3 or more media formats
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