Samsung Extends ‘School Of...’ Campaign To Team GB Rio 2016 Activation

Following on from where Samsung’s ‘School of Rugby’ Rugby World Cup 2015 activation left off, Jack Whitehall returns to front the Korean conglomerate’s Olympic ‘School Of Rio’ campaign leveraging its rights as a partner of Team GB.

The original campaign, developed for the 2015 Rugby World Cup (see case study) saw Whitehall tutored in rugby rules and skills by England legends Martin Johnson and Lawrence Dallaglio, but a new school means new friends for Whitehall – who attempts to dump his old rugby mates for British Olympic and Paralympic medal chasers like Bradley Wiggins, Helen Glover and Ellie Simmonds.

21 July saw the comedian launches the initiative with a 90-second introductory spot aired during the Tour De France finale called ‘Samsung School of Rio – A New Term’

This was followed by a cycling focused film featuring Wiggins,

a rowing spot with Redgrave and Glover,

plus boxing with Joe Ward and Katie Taylor,

There will be a total of five spots in the series: each focusing on different sports and stars and specifically pushing Samsung’s Galaxy S7 and S7 Edge smartphones.

The new spots are again created by agency BBH Sport, while the director is Gabe Turner and the production outfit is Rattling Stick.

They are being supported by work across Samsung’s UK digital and social channels (including Facebook, Twitter, Instagram) developed by M&C Saatchi Sport and Entertainment and using the #SchoolOfRio hashtag.

.@SamsungUK new school. new mates #SchoolOfRio pic.twitter.com/UpEDd1SMKC

— Jack Whitehall (@jackwhitehall) July 21, 2016

We were never mates @dallaglio8, and this school is for athletes, like my new besties Steve Redgrave & @officialWIGGINS #SchoolOfRio

— Jack Whitehall (@jackwhitehall) July 21, 2016

Virtual Reality is also being deployed to offer Games fans 360-degree live interviews with athletes from Team GB’s base in Rio de Janeiro (and to push Samsung’s Gear VR headset of course).

There are also media and retail strands too.

Like the original ‘School of Rugby’, the comic campaign aims is to offer a route into the Games for the public.

‘A central brand belief for Samsung is that meaningful progress comes from daring to defy barriers and this is evident in the initiatives that are running across the globe to support Samsung’s official partnership with the Olympic and Paralympic Games – we are shining a light on athletes around the world who push the limits of what is possible,’ explains chief marketing officer, Russell Taylor (who wants to bring fans closer to the Games in a credible way).

‘We are delighted to have some of the world’s best athletes helping Jack during the campaign.’

Comment

The ‘School Of Rio’ UK campaign launch coincided with the release of Samsung’s global ‘The Anthem’ Olympic activation roll out – leveraging its rights as an IOC partner (see case study).

The humour and tone of both the global and the domestic work continue to reposition Samsung as a more emotional and human brand – rather than a purely tech-led functionally one.

The return of Whitehall suggests Samsung believes in the partnership and the brand has described the comedian’s contribution to its marketing campaigns as ‘landmark’ as it aims to achieve greater brand equity.

Samsung is also weighting more of its UK Olympic sponsorship activation towards digital and social as the Games runs on the BBC in the UK (a non-commercial broadcaster) and because the UK/Rio time difference will limit the reach of some content so activation needs to be broad.

Links

Samsung Mobile UK YouTube:

https://www.youtube.com/user/SAMSUNGMOBILEUK

Samsung UK Twitter:

https://twitter.com/samsunguk

@SamsungUK

Samsung UK Web:

http://www.samsung.com/uk/home/

Samsung UK Facebook:

https://www.facebook.com/SamsungUK/

BBH Sport:

http://www.bartleboglehegarty.com/london/bbh-sport/