SAMSUNG OLYMPIC TORCH RELAY

Challenge

Samsung needed a big idea to activate their Olympic partnership: drive product awareness and topple Apple as the smartphone brand of choice in the UK.

Insight

The ‘big eventer’ Olympic Torch audience were at the peak point of (F)anticipation. The level of excitement was the biggest opportunity in creating a series of ‘branded product hero moments’ that fans would remember forever, driving huge benefits at retail.

Connect

We conceived and produced the ‘Samsung Big Cheer’ branded entertainment show with the aim of capturing one million Olympic fans across 66 dates in a series of unique shared moments. Each day, the finale took the presenter high above the crowd using a hydraulic platform in order to capture a huge megapixel image that was shared via mobile handsets. This was the finale of a show which fused EDM DJ culture, street dance, high energy moments and live VT featuring Samsung brand ambassadors including David Beckham and Zara Phillips. Product support came in the form of a touring experiential Samsung Galaxy Festival Zone which was playful, interactive and demonstrated how the Galaxy SIII could connect consumers to the Games. The conversation was continued online through fans tagging themselves in the ‘Big Cheer’ images and a call to action to download the Samsung Hope Relay App which challenged fans to run for charity.

Each day, the finale took the presenter high above the crowd using a hydraulic platform in order to capture a huge megapixel image that was shared via mobile handsets

Result

Over one million fans experienced an intense, shared moment enabled by Samsung throughout the duration of the Relay, driving a massive buzz and increased sentiment towards the brand. Over 300,000 fans interacted with the Galaxy SIII product live at the experiential area. 114,000 Hope Relay downloads and 17,000 shared tags drove the highest increase in traffic to the Samsung site at 111% (Adidas second with a 44% uplift). Brand mentions across social media spiked by 1623% with Samsung on average scooping 11% share of voice in influencer generated positive conversations, compared to 8% for McDonalds, 10% for Coca-Cola and 4% for Sony.

The final roll out of the ‘Big Cheer’ photo capture was its intergration into the ATL campaign with double page cover-wraps in ShortList Sport and the Times under the campaign lead ‘Thanks a million’ adding an OTV of 3 million

Samsung ‘favourability’ amongst official sponsors was highest with a score of +89 (The Drum), and featured in 5% of all online conversations that directly mentioned the Torch Relay, proving Samsung a Gold Medal winner in the social media battle for hearts, minds and clicks. Most importantly, the Olympic partnership and activation was seen as the single main reason that Samsung overtook Apple as the number one provider of smartphones in the UK.

 

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