Samsung Hope Relay

Acxiom Ltd

The team

Kyonghee Han, Andrew Garrihy, Tom Jefferies, Luke Mansfield, Rachel Plumb, David Balko.

Other contributor:

Velti – Mobile App Development Partner.

How did the campaign make a difference?

The Samsung Hope Relay app was designed to engage users with Samsung in the build-up to the London 2012 Olympics. It's been downloaded 369,454 times since launch and $1,272,153 has been raised to date.

What details of the strategy make this a winning entry?

Samsung was a sponsor of the 2012 Summer Olympics torch relay, which toured the length and breadth of the UK in the days leading up to the Olympics. Samsung worked with Velti to develop and launch a tie-in running app, the Samsung Hope Relay App for iOS, Android, Bada Operating Systems and Facebook. The app logged distance by GPS and was designed to help people be part of the excitement during the build-up to the Olympics and to raise money for charity. The aim was to raise $1 million (£667,000), to be split between a range of charities including Kids Company and International Inspiration (London 2012's international sports legacy programme). Samsung agreed to donate £1 for each mile recorded. Users were free to fundraise by running, walking or cycling. Samsung made use of its high-profile Olympic supporters, including David Beckham, Phillips Idowu and Zara Phillips, to promote the campaign globally. The app was unveiled at a launch event attended by Jamie Oliver and gold-winning Olympic cycling champion Victoria Pendleton.

How did creativity bring the strategy to life?