CASE STUDY: Cheil Help Samsung Sponsor the 2012 Olympic Games

Provided by Cheil Worldwide
Cheil created an Olympic sponsorship campaign which helped Samsung become the world's leading smartphone manufacturer
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What was the Challenge / Background of the Campaign?

Cheil UK's objective was make Samsung the most visible worldwide sponsor at the London 2012 Olympic Games, whilst using the global event as a platform to make the Samsung Galaxy SIII the world's most popular smartphone. The aim was to make it 'Everyone's Olympics' and enable everyone across the UK to 'Take Part' in the celebrations, thanks to Samsung.

What was the Campaign Objective?

The objective of the campaign was to increase brand awareness and preference.

What was the Solution?

Cheil executed a truly integrated, multi-channel campaign, which combined social, experiential, sponsorship, ATL, and in-store activities. Major initiatives included a nationwide search for the UK's most inspiring people to become torchbearers for the Olympic Torch Relay, and an online hub to support it. Samsung Ambassadors, like Jamie Oliver & Victoria Pendleton, became focal points for press and online activity, and mobile bloggers helped grow the hype. We launched pop-up stores in and around the Olympic sites and broadcast a television commercial starring David Beckham.

What were the Results?

During and after the Games the brand enjoyed a 22.9% increase in brand preference, 818% increase in social media presence, 81% increase in Twitter followers, & 100,000 new Facebook fans. Our David Beckham TVC was the 'Most Liked' of all Olympic ads while over 5million YouTubers watched our Paralympic video. Samsung's 8 Galaxy Studios generated 166,000 visits, 143,000 product interactions, gave away 50,000 pin badges and 30,000k "national" badges. The Athletes' Village mobile shop exceeded £100,000 revenue - with athletes making 58,000 free phone calls using the Galaxy SIII.

What were the Key Learnings of this Campaign?

Samsung's sponsorship of the London 2012 Olympic Games and Paralympic Games proved to be so successful, it became the world's leading smartphone manufacturer soon after.
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details the brand enjoyed a 22.9% increase in brand preference
All adults
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESSEXPERIENTIAL
SHOPPER MKTG
SPONSORSHIP
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