Samsung: SAMSUNG OLYMPICS SPONSORSHIP

Credits & Description:

Advertiser: SAMSUNG ELECTRONICS UK
Agency: THE RED CONSULTANCY
Category: Best Use of Sponsorship
Director: Andrea Carter (The Red Consultancy)
Managing Partner: David Atkinson (Space)
Sponsorship Manager: Lucy Hutton (Cheil)
Account Director: Abbie Hughes (The Red Consultancy)
Partner: Christian Hinchcliffe (CHI & Partners)

Strategy
The PR strategy for the success of the Olympic sponsorship was to put the community at the heart of all its activity, inspiring people to ‘take part’ as Olympic fever swept the country, through campaigns such as the Samsung Hope Relay, the Olympic Torch Relay and Team Samsung ambassadors. All campaign activity led to the first truly social Olympic games becoming a reality with Samsung. The target audience was unlimited; encouraging as many people as possible to get involved in the games.

Relevancy
As one of the official Worldwide Partners, Samsung’s Olympic and Paralympic Games campaign united around one common thought – to make London 2012 ‘Everyone’s Olympic Games’ by inviting everyone to ‘Take Part’. This inspiring and motivating call to action captured the London 2012 spirit and helped deliver Samsung’s goal to use its sponsorship to enable millions of people to participate.

Effectiveness
See Confidential Information.

Campaign Description
As one of the official Worldwide Partners, Samsung’s Olympics campaign united around one common thought – it was ‘Everyone’s Olympic Games’ and everyone should be able to ‘Take Part’, with the strategy focusing on placing the community at the heart of all activity.Samsung’s campaign saw 1,360 torchbearers, each with an inspiring story, taking part in the Olympic Torch Relay. The innovative Samsung Hope Relay app, encouraged users to run, walk or cycle for any distance and for each mile covered, Samsung donated £1 to children’s charities. The ‘Team Samsung’ ambassador programme provided everyone with the chance to experience the day to day lives and training regimes of some of Britain’s leading athletes including Victoria Pendleton and Laura Trott. Samsung itself ‘took part’ and fulfilled an historic Olympic pledge of returning a Gold medal to the summit of Everest. A comprehensive PR programme worked as part of the overall campaign to deliver impressive results:•23 million people directly engaged with Samsung’s Take Part platforms•Press coverage achieved a PR value of £19.3 million including 12 TV appearances for Samsung events•The Hope Relay app was downloaded by over 200,000 people in the UK and raised over £500,000 for charity•13 million people saw the Olympic Torch Relay, with 2 million Samsung flags and bam bams waved in encouragement•Video content on the Samsung Facebook page has been viewed by over a million people•Over 32,000 Twitter followers and 100,000 Facebook fans were added during the campaign

Execution
Samsung created a number of different initiatives to support its sponsorship, all of which were showcased via comprehensive PR - •Olympic Torch Relay: 1,360 Torchbearers were selected from 16,000 nominations. Each had an inspiring story and carried the flame in their home town •Samsung Hope Relay: The app was designed to encourage everyone to take part in the Olympics whilst raising money for charity. Users downloaded the app and ran, walked or cycled and for each mile completed Samsung donated £1 to charity•Team Samsung: Team GB & Paralympic GB ambassadors were used across all areas of the London 2012 sponsorship programme to drive engagement•The Olympic Games Pledge: Mountaineer Kenton Cool worked with Samsung to fulfil a pledge made in 1924 - to take a medal from the 1924 Winter Olympics to the summit of Mount Everest•Samsung Digital Hub: An online portal that hosted content from all areas of Samsung’s London 2012 activities

Client Brief Or Objective
Objectives for the activity were as follows:1.To create a closer connection between the public and the Samsung brand2.To invite the UK to ‘Take Part’ and turn the streets Samsung blue3.To raise money for children’s charities and leave a lasting legacy after the London 20124.To make London 2012 the most successful Samsung Olympic and Paralympic sponsorship ever5.To drive sales across the Samsung product offering