Samsung: HOPE RELAY

Credits & Description:

Advertiser: SAMSUNG ELECTRONICS HONG KONG COMPANY
Agency: CHI & PARTNERS
Category: Best Use of Digital Media
Advertising campaign: HOPE RELAY
Account Manager: Georgina Mew (Chi/Partners)
Executive Creative Director: Jonathan Burley (Chi/Partners)
Account Supervisor: Christian Hinchcliffe (Chi/Partners)
Production Company Producer: Isabella Parish (Partizan)
Designers/Illustrators: Kompost
Typographer: Kompost
Animation: Kompost
Editing Company: Kompost
Planner: Oliver Egan (Chi/Partners)
Post Production Company: Partizan Animation
Agency Producer: Sarah Allen (Chi/Partners)
Art Director: Tom Skinner (Chi/Partners)
Creative Director: Chad Warner (Chi/Partners)
Copywriter: Clark Edwards (Chi/Partners)
Director: Oliver Conrad (Kompost)
Sound Design: Richmond Studio

Effectiveness
Rolled out across 17 countries.1,753,925 unique downloads.Over 1.4 million miles run.$2,093,692 USD donated to charity.The objective was to allow more people to have a deeper involvement with The Olympic Torch Relay. The programme allowed hundreds of thousands of people to participate as virtual members. Furthermore, the app immersed users into a deeply engaging programme; including competitions, social spread, tracking stats and much more. A range of media across different channels helped to further amplify the idea by allowing deeper engagement and reward. The programme took Samsung one step further to making 2012 Everyone’s Olympic Games.

Strategy
In the past, Samsung leveraged its Olympic sponsorship to build brand awareness. This resulted in a relatively superficial involvement, which built association but didn’t integrate the brand into The Games. In 2012, the ambition was to use their sponsorship to create a deeper connection with consumers and a deeper integration into The Olympics. Where previously only people in and around the stadium could take part, in 2012 Samsung’s Smartphone technology would enable anyone with a phone to get involved, making this truly Everyone’s Olympic Games. The Olympic Torch Relay seemed an ideal platform; as a sponsor Samsung had already awarded hundreds of incredible people the opportunity to physically run with the torch. Now through a fully integrated global campaign, with a mobile app at the heart of it, they could allow even more people to get involved and play a virtual role, while donating to Samsung’s Children’s charity partners.

Execution
We created a mobile app with running tracker embedded; for each mile completed Samsung would donate a pound to charity (or USD$ outside the UK), and also reward you with a virtual role in the Olympic Torch Relay and Hope Relay programme. On sign up users created a profile and avatar. The avatars were used in personalised videos which could be posted to Facebook, featured alongside real stats from the programme in a print and outdoor campaign, and most importantly, they then appeared on the official Samsung screens at The Torch Relay events. Because we wanted people to have a deep engagement with the programme, we created features so that users could track stats, create teams and compare performance on league tables.To raise initial awareness of the programme we created avatars for some celebrity ambassadors which were used across social channels, video content, PR, press and outdoor advertising.