Agency: Cheil Worldwide
Country: The Netherlands
A+B - Samsung is worldwide Olympic partner of the 2018 Winter Games. In the Netherlands Samsung sponsors the Dutch shorttrackers Sjinkie Knegt and Suzanne Schulting. The brief was to translate the global IOC sponsorship locally with a meaningful Dutch contribution that reflects the tagline 'Do What You Can't'. In doing so, put the Samsung brand on the map as an Olympic sponsor. The sponsorship campaign was not about market share and sales volume. It was all about the generation of PR value, the increase of the Proud- to-Own brand value and the increase of Brand awareness.
C - Create awareness for the sponsorship in The Netherlands:
- Top 3 in spontaneous sponsor recall regarding the Olympic Games.
- Free publicity regarding sponsorship, with a minimum media value of €300,000.