The Drum Awards for Marketing - Extended Deadline

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By Gillian West | Social media manager

February 26, 2015 | 2 min read

Samsung Electronics Australia has launched the Samsung Gear VR - a virtual reality headset powered by the Samsung Galaxy Note 4 - by inviting the Australian public on a shark dive.

Working with Leo Burnett Sydney and surf director Taylor Steele of Rapid VR, Samsung has demonstrated the potential of the new platform with a 360-degree film that allows users to experience the home of the great white shark without bars, cages or breathing apparatus.

“Beyond the technology itself, what really excites us about the Gear VR is that it's enabling completely new kinds of experiences, and putting them directly in the hands of our customers. The potential for this platform is huge - and we wanted to create something that would bring some of that potential to life,” explained Arno Lenior, chief marketing officer, Samsung Electronics Australia.

To give online audiences a hint of ‘The Dive’ experience Leo Burnett set up a Dive Shop in Alice Springs, Central Australia – 1,200km from the nearest ocean. With the help of director Chris Ireland, The Pool Collective, locals were invited to try out the shark dive experience with their reaction filmed.

Andy DiLallo, chief creative officer, Leo Burnett Sydney, added: “The Samsung Gear VR delivers a completely new way to experience immersive content using a Samsung Galaxy Note 4 – and the agency has pushed hard to create some absolutely awe-inspiring content to showcase it.

“Working with new devices rewires how you think – and we relish the creative and technical challenges of these types of projects. Thinking about how content works when a story plays out all around you requires a different mindset.

“It’s not just about being first to do something – it’s about finding the magic and the hidden potential within an innovative technology that will make those new experiences feel truly remarkable.”

Those wanting to experience the shark dive for themselves can do by visiting Samsung Experience stores in Melbourne and Sydney this week.

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