Samsung - #DoWhatYouCant
Creative Lead for the entire Samsung sponsorship of the Olympics by building a strong social presence at the games. It was hailed as “The most connected Olympics ever”. We connected the world to the games in real time via Twitter and built a war-room at the Olympics. We found lesser known athletes who personified the brand value of “defying barriers”, in their personal lives and on the field, and put the spotlight on them. We created a new level of fandom and support for them, and for Samsung.
“Samsung has had by far the most effective campaign among the headline Olympic sponsors. Since the opening ceremony last Friday the tech brand has racked up 14,000 mentions globally, with Coca Cola the next closest having amassed 5,651 mentions. And with an index ranking of 36 points, Samsung is currently the best performing sponsor of the Olympics. The Index ranking is compiled by rating brands out of five in areas including a campaign’s scalability, relevance, the speed at which it responds on social media, engagement, originality, personalisation and sentiment. We achieves this by analysing all conversations and engagement levels from brands across news, blogs, forums, Twitter, Facebook and Instagram and comments on YouTube during the tournament. It focuses, for example, on mentions that include both the brand’s name and the Olympics on a tweet.””
Many of the athletes we focused on came from warn torn countries where they overcame extraordinary odds to be there. We told their incredible stories in long and short form content.
