Samsung are aware that simply badging a sport or music property and hoping that fans choose to buy their products is a hopeful and ineffective way to get brand loyalty. Since 2011, we have helped the brand generate additional value through activating their assets including the Olympics, the World Rowing Championships and Chelsea FC.
The relationship started with us activating their Olympic Torch Relay partnership to drive product awareness and benefits for the mobile division. We produced the ‘Samsung Big Cheer’ live experiential show which played to one Million Olympic fans across sixty six dates cheering for Team GB. The conversation was continued with fans tagging themselves in a ‘Big Cheer’ megapixel online image the day after each event. The images were eventually turned into a ‘Thanks a Million’ ATL campaign that connected the activations into one holistic extended campaign. The results were phenomenal with the partnership identified as the single biggest reason for Samsung moving to number one in the UK smartphone market in 2012.
Since then we have toured the country again but this time with ‘Chelsea Free Kicks for Kids’ an imaginative experiential campaign using their premiership partnership to bring top level coaches to kids. It was a great way of the brand reinvigorating their long running shirt sponsorship and helping drive awareness and then consideration of the growing white goods divisions with young families.
We continue to work at a strategic level with the brand across a number of music and sport properties. They regularly employ our Fanatic department to help assess the value of different partnerships and unlock new fan groups who will benefit from their products. Our aim is always to help Samsung move from brand awareness to brand loyalty building longer lasting more profitable relationships with fans.
To see our Samsung Big Cheer activation click HERE