Red Team Brief B Solution

November 21st, 2013

Thursday, November 21, 13

Challenge: Most people only pay attention to the Olympics during the event

Ask: Connect more fans to the Games earlier in the year, while leveraging Samsung’s core strengths

Timing: January 2016 - August 2016

Target: Tech-savvy consumers

Budget: $1MM

The Brief

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Strategy

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Utilize Samsung’s strengths to meaningfully connect fans to the Olympics, in the year leading up to the Games

Goal:

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Thursday, November 21, 13

Technology, mobility, design, gaming

Strengths

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“At Samsung, we push the limits of technology, so you can push the limits of your life”

Brand Message

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Connection

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We Celebrate the HeroThursday, November 21, 13

But the Olympics are not just for Olympians

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Thursday, November 21, 13

Samsung brings the Olympics home and makes everyone an athlete

The Big Idea

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The Platform

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Samsung Olympics: Complete challenges sent to your Samsung phone, tablet, or home appliance

Weekly Challenges: Social based tasks encouraging ongoing participation

Branded Content: Videos of Olympic athletes competing in Samsung challenges with the help of “everyday” coaches

Everyday Olympian App

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Everyday Olympian App

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Everyday Olympian App

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Branded Content -- See Video File

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Campaign Flow

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Campaign Flow

Awareness

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Campaign Flow

Awareness Download

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Campaign Flow

Awareness Download Activation

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Promotion

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Awareness:Launch via Owned Assets

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Awareness:Utilize the Unified Platform

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Drive Downloads:Facebook App Install Ads

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Activation:Distributing UGC Moments

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Taking advantage of Samsung’s ecosystem of connected devices to encourage everyday people to push their own limits

Result

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Closing Ceremony

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Closing Ceremony

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