In 2019, Samsung decided to launch a message to Italian users to raise awareness about the problem of “phubbing”, the habit of giving more attention to one’s smartphone than to one's loved ones. 

For this reason, we have introduced “Christmas Mode”. An unexpected invitation to put your smartphone aside, at least for the holidays.
A good habit spread via a viral web video on YouTube and a social campaign on Facebook and Instagram.

YouTube views: +4,000,000 in the first two weeks
+13,000 reactions
+4,500 shares
Record number of positive comments: 99.3%
Impressions: almost 14,000,000