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


Strategy


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

Goal:



Technology, mobility, design, gaming

Strengths


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

Brand Message


Connection


We Celebrate the HeroThursday, November 21, 13

But the Olympics are not just for Olympians



Samsung brings the Olympics home and makes everyone an athlete

The Big Idea


The Platform


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






Branded Content -- See Video File


Campaign Flow


Campaign Flow

Awareness


Campaign Flow

Awareness Download


Campaign Flow

Awareness Download Activation


Promotion


Awareness:Launch via Owned Assets


Awareness:Utilize the Unified Platform


Drive Downloads:Facebook App Install Ads


Activation:Distributing UGC Moments


http://liamboylan.com/tide-vine.html

http://liamboylan.com/tide-vine.html

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

Result


Closing Ceremony


Closing Ceremony


Sports

Red Team Brief B Solution