Samsung: School of Sponsorships – How strategy helped Samsung rewrite the rules

Samsung, a technology brand, partnered with the comedian Jack Whitehall to introduce its 'Samsung School Of' campaign to help drive brand love in the UK.

Campaign details

Brand: SamsungClient: Samsung UKAgency: BBH Sport

Summary

Jack Whitehall. British funny man, lad and the unlikely face of a new kind of sports sponsorship:

"Sports sponsorship too often takes itself too seriously. It should be fun."

We couldn't agree more. Sports sponsorship mostly is about activating your rights as a sponsor and demonstrating a basic ROI. The work more often than not features booming crowds, heroic footballers and that perennial heartbeat sound. It's all too, well, serious. It attempts to replicate the powerful emotions felt on the field of play, but in doing...

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