November 21st, 2013
Thursday, November 21, 13
The Brief

Challenge: Most people only pay attention to the Olympics
during the event
Ask: Connect more fans to the Games ...
Strategy

Thursday, November 21, 13
Goal:
Utilize Samsung’s strengths to meaningfully connect fans to the
Olympics, in the year leading up to the Games

Thurs...
Thursday, November 21, 13
Strengths
Technology, mobility, design, gaming

Thursday, November 21, 13
Brand Message
“At Samsung, we push the limits of technology, so you can push
the limits of your life”

Thursday, November ...
Connection

Thursday, November 21, 13
We Celebrate the Hero
Thursday, November 21, 13
But the Olympics are not just for
Olympians
Thursday, November 21, 13
Thursday, November 21, 13
The Big Idea
Samsung brings the Olympics home and makes
everyone an athlete

Thursday, November 21, 13
The Platform

Thursday, November 21, 13
Everyday Olympian App
Samsung Olympics: Complete challenges sent to your Samsung
phone, tablet, or home appliance

Weekly ...
Everyday Olympian App

Thursday, November 21, 13
Everyday Olympian App

Thursday, November 21, 13
Branded Content -- See Video File

Thursday, November 21, 13
Campaign Flow

Thursday, November 21, 13
Campaign Flow

Awareness

Thursday, November 21, 13
Campaign Flow

Awareness

Thursday, November 21, 13

Download
Campaign Flow

Awareness

Thursday, November 21, 13

Download

Activation
Promotion

Thursday, November 21, 13
Awareness:
Launch via Owned Assets

Thursday, November 21, 13
Awareness:
Utilize the Unified Platform

Thursday, November 21, 13
Drive Downloads:
Facebook App Install Ads

Thursday, November 21, 13
Activation:
Distributing UGC Moments

Thursday, November 21, 13
Result
Taking advantage of Samsung’s ecosystem of connected devices
to encourage everyday people to push their own limits
...
Closing Ceremony

Thursday, November 21, 13
Closing Ceremony

Thursday, November 21, 13
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Red Team Brief B Solution

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Red Team's Solution to Brief B

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Red Team Brief B Solution

  1. 1. November 21st, 2013 Thursday, November 21, 13
  2. 2. The Brief Challenge: Most people only pay attention to the Olympics during the event Ask: Connect more fans to the Games earlier in the year, while leveraging Samsung’s core strengths Timing: January 2016 - August 2016 Target: Tech-savvy consumers Budget: $1MM Thursday, November 21, 13
  3. 3. Strategy Thursday, November 21, 13
  4. 4. Goal: Utilize Samsung’s strengths to meaningfully connect fans to the Olympics, in the year leading up to the Games Thursday, November 21, 13
  5. 5. Thursday, November 21, 13
  6. 6. Strengths Technology, mobility, design, gaming Thursday, November 21, 13
  7. 7. Brand Message “At Samsung, we push the limits of technology, so you can push the limits of your life” Thursday, November 21, 13
  8. 8. Connection Thursday, November 21, 13
  9. 9. We Celebrate the Hero Thursday, November 21, 13
  10. 10. But the Olympics are not just for Olympians Thursday, November 21, 13
  11. 11. Thursday, November 21, 13
  12. 12. The Big Idea Samsung brings the Olympics home and makes everyone an athlete Thursday, November 21, 13
  13. 13. The Platform Thursday, November 21, 13
  14. 14. Everyday Olympian App Samsung Olympics: Complete challenges sent to your Samsung phone, tablet, or home appliance Weekly Challenges: Social based tasks encouraging ongoing participation Branded Content: Videos of Olympic athletes competing in Samsung challenges with the help of “everyday” coaches Thursday, November 21, 13
  15. 15. Everyday Olympian App Thursday, November 21, 13
  16. 16. Everyday Olympian App Thursday, November 21, 13
  17. 17. Branded Content -- See Video File Thursday, November 21, 13
  18. 18. Campaign Flow Thursday, November 21, 13
  19. 19. Campaign Flow Awareness Thursday, November 21, 13
  20. 20. Campaign Flow Awareness Thursday, November 21, 13 Download
  21. 21. Campaign Flow Awareness Thursday, November 21, 13 Download Activation
  22. 22. Promotion Thursday, November 21, 13
  23. 23. Awareness: Launch via Owned Assets Thursday, November 21, 13
  24. 24. Awareness: Utilize the Unified Platform Thursday, November 21, 13
  25. 25. Drive Downloads: Facebook App Install Ads Thursday, November 21, 13
  26. 26. Activation: Distributing UGC Moments Thursday, November 21, 13
  27. 27. Result Taking advantage of Samsung’s ecosystem of connected devices to encourage everyday people to push their own limits Thursday, November 21, 13
  28. 28. Closing Ceremony Thursday, November 21, 13
  29. 29. Closing Ceremony Thursday, November 21, 13
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