Samsung “Love Football More”

Ear to the Ground’s Fanatic planning and insight department have been leading on an intensive strategy project to help Samsung get more value from their European football partnerships and achieve their goal of becoming “the most loved non-sport brand in European football.” It’s been great to see the campaign road-tested with Italian League and Cup winners and Champions League finalists; Juventus.

We have been working closely with Samsung Europe to define an overarching football strategy and creative position which will unlock the true value of their partnerships by uniting all assets, markets and product divisions beneath a single ordering thought.

This has involved performing extensive research to understand the behaviours of the fan bases of Chelsea, Real Madrid, Juventus, FC Bayern & Olympiakos, and to authentically connect Samsung highly connected fan-bases. This has now culminated in the creation of an overarching creative position to be rolled out across multiple European markets – #LOVEFOOTBALLMORE. This campaign is just one outcome of Ear to the Ground’s work and is a full 360 multi-channel campaign, promoting the message through branded content, OOH advertising, stadium activations, retail mechanics, social campaigns and partnerships. 

It was fantastic to see the campaign kick-start back in October at Turin’s Juventus Stadium and watch the iconic team push it right up until the Champions League final in June. Fans of the club have certainly #LOVEDFOOTBALLMORE this season. We’re particularly proud of this campaign as it successfully brings to life the key fan insight that, through their products, Samsung ‘Facilitates Fandom’ and helps fans “Love Football More.” A great start in Italy; can’t wait to see it rolled out across Europe next season.



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