Samsung Electronics Australia: Rethinking Sponsorship – How a niche passion point was transformed into a mass movement

This case study shows how Samsung Australia, a technology brand, successfully increased its brand engagement and awareness by helping establish the Women's Netball team as role models.

Campaign details

Brand: Samsung Client: Samsung Agency: Iris Sydney

Executive summary

"Australians play sport, watch sport, bet on sport and talk sport more than any other natior" - The Australian Immigration Book, 2016

Sport is a big deal in Australia. The sector generates $llbn annually. There's even a public holiday to celebrate 'the race that stops a nation'.

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