Baltic PR Awards 2012 Category: INTERNATIONAL COMMUNICATION Organization: Deep White Client: Samsung Electronics Baltics Country: Latvia Project name: Samsung Hope Relay

1. Category: INTERNATIONAL RELATIONS
DEEP WHITE (LATVIA)
SAMSUNG HOPE RELAY
SAMSUNG ELECTRONICS BALTIC
Summary
Awareness of the Samsung brand in the Baltics is mostly based on communication related to products.
Samsung brand’s emotional appeal and preference was still a challenge.
As a response to this Samsung created a truly engaging and differentiating campaign that positioned
Samsung brand as Inviting and Digital.
Samsung presented innovative app that was first active donation platform in Baltics. Innovative app united
together charity, sports and technologies. Samsung invited: run, cycle or roller skate - for every 3 km
Samsung donates 1 EUR in support of children in SOS villages in Latvia, Lithuania and Estonia.
Intensive Hope relay campaign brought mobile technology to the heart of Samsung CSR programme.
Unique app, well known and loved ambassadors, exclusive concerts, tens of special events in Latvia,
Lithuania and Estonia encouraged people to move for good, helped to raise funds and Samsung to become
one of the most loved brands in Baltics.
Situation
Awareness of the Samsung brand in the Baltics is mostly based on communication related to products.
The brand’s emotional appeal and preference was still a challenge. Our aim has been to create engagement
that is based on people’s passion of sports and willingness to help others.
Objectives
• Strengthen Samsung brand’s emotional appeal and preference in whole Baltic market.
• Implement region-wide CSR program integrating Latvian, Lithuanian and Estonian branches in Samsungs’
global initiative Hope for Youth.
Strategy
The decision was made to create engaging and differentiating campaign, which position Samsung as
Inviting and Digital.
Whole campaign was build:
• to engage people based on their passion of sports and willingness to help others;
• to bring mobile technology to the heart of Samsung CSR program.
THE MOBILE APP - AT THE HEART OF CAMPAIGN:
• As global sponsor for the Olympic games, Samsung presented the region’s first active donation platform,
bringing together charity, sports and technologies.
• APP idea: Run, cycle or roller skate - for every 3 km Samsung donates 1 EUR in support of children in SOS
villages in Latvia, Lithuania and Estonia.
Execution
AN INTENSIVE LAUNCH WEEK (May28 – Jun3)
Aimed to create movement that would spread the word and involve others:
Baltic PR Awards 2012

2. Category: INTERNATIONAL RELATIONS
• Media events - symbolic start of relay.
• Exclusive concerts; entrance ticket - downloaded app.
• Tens of local celebrities, including Estonian First Lady, TV stars, actors, Olympic medallists – supported
campaign as it’s ambassadors.
ACTIVE PHASE (Jun 4 – Jul15)
Presence in major sports events, unique charity bike ride, canoe trip, young mothers pram walk –
altogether 42 special events as well as ambassadors’ communication, SNS buzz and direct mails spread the
Hope Relay idea across the Baltics to a variety of audiences.
CLOSING (Jul16 – Jul26)
Emotional culmination of the campaign:
• Teenage athlete from one of SOS villages was among the Olympic torchbearers.
• A symbolic Torch of Hope was lit and a photo exhibition was held during the closing events.
Documented Results
• Nearly 700 positive articles
• Thousands of video views, shares and likes on the social networks
• 47 million audience contacts
• PR value of more than 2 million US dollars
• 18,000 app users completed 170,000 km and raised 55,000 EUR for charity
• As a result Samsung strengthened brand’s emotional appeal
• Samsung was announced as 15th among Baltic’s most loved brands and one of the most influential brands in
SN
• Samsung overtook nor only competitors but also other brands with long roots in Baltic
• And according to experts Hope relay was part of this success
Baltic PR Awards 2012