Samsung's Youth-Led AFCON ‘I See Your Dreams’ Campaign

A TV spot called ‘I See Your Dreams’ spearheaded Samsung’s activation of its Orange Africa Cup of Nations 2015 (AFCON) as it extended its umbrella ‘The Dream Must Go On’ campaign through the tournament.

Directed by Liukh, the commercial’s title – ‘I see your dreams’ – means that the ‘I’ implies both the ball and Samsung wish to send the message of dreams and hopes to all those who love the beautiful game.

The campaign objective was to generate excitement by engaging fans acorss Africa – with a particular focus on Ghana, Kenya, Nigeria, Zambia and Ghana.

Rolling out in mid January as the tournament kicked off, Samsung aimed to incentivise engagement through the commercial by offering fans prizes for sharing the spot with the friends.

“#AFCON2015 is here! You could win some amazing prizes just by sharing this video using the hashtag #ISYD!

This was further supported by Samsung ‘Share the Video’ posts on Facebook in key African markets (including Ghana and Nigeria):

https://www.facebook.com/SamsungGhana
https://www.facebook.com/SamsungCEEA
https://www.facebook.com/SamsungceNigeria

and on Twitter (in Kenya, Nigeria and Ghana).

https://twitter.com/samsungke
https://twitter.com/samsung_nigeria
https://twitter.com/samsung_ghana

Samsung simultaneously implemented a program called ‘Dream Maker’ – building on its heritage of youth sport commitment.

The program initially began with a ‘School Donation’ campaign in mid January at selected schools in Zambia and Ghana.

This saw Samsung donate football infrastructure to the schools ranging from training equipment to kits and balls.

The ‘Dream Maker’ campaign extended via a ‘Dream Camp’ where young players shared their experiences with one another and motivate themselves to keep playing and never give up their dreams.

Indeed, two of the children who appear in the TV spot were participants in the previous year’s Samsung’s football youth camp.

The campaign will also included retail activations at selected stores where customers had a chance to meet their local soccer stars and take part in wishing their own national team victory at AFCON 2015.

This latter strand aims to engage fans and help youth pursue and play football in Africa during this year’s AFCON (which was held in Equatorial Guinea between 17 January and 8 February) by connecting them with star players and creating opportunities to make football dreams come true.

Samsung, which has been an official sponsor of the competition since 2008, used its activation to reach out to and inspire the community and give them a chance to experience ‘football the Samsung way’.

Thus the ‘I See Your Dreams’ idea was extended via partnerships with local soccer stars (such as Zambia’s Kennedy Mweene and Ghana’s Andre Ayew) who are known for their personal commitment to the sport and who themselves have worked hard to make their own dreams come true.

Comment

‘Samsung recognises the importance and passion of football in the continent not only as a spectator sport but more importantly for its role in the social upliftment of our communities,’ explains George Ferreira, Chief Operating Officer & Vice President for Samsung Africa.

‘Our sponsorship of the Orange Africa Cup of Nations (AFCON) Equatorial Guinea 2015 is about continuing a successful and fruitful relationship with the African continent. Samsung aims to contribute to society and improve people’s lives, and will continue to invest in upscaling the social improvement to the continent and its people,” adds Ferreira.

Indeed, Samsung has a strong heritage of football support with partnerships including sponsoring Chelsea FC, Confederation of African Football (CAF), Asian Football Confederation (AFC), Asian Cup, as well as the Africa Cup of Nations.

Its AFCON activation extends its ongoing ‘I See Your Dreams’ campaign which first launched in 2014.