Whitehall & Simmons Swim Spot Sees Samsung 'School Of Rio' Switch Focus To Paralympics

Team GB sponsor Samsung has extended its ongoing ‘School Of Rio’ campaign video series with a swimming spot that switches focus from the Olympic to the Paralympics.

Like previous films in the series, the latest video features sports stars showing comic front man Jack Whitehall the ropes: this time Paralympic swimmers Ellie Simmonds and Susie Rodgers give the comedian a taste of the determination and resilience needed to be a world-class swimmer.

Launched on 29 August, the spot was initially posted on Samsung Mobile UK’s YouTube channel and it drives viewers to the Samsung Mobile ‘Discover’ web hub at http://www.samsung.com/uk/discover/mobile/school-of-rio/

The comic clip is based around the early starts, countless lengths and endless drills swimmers must endure to the top of their sport and the episode also aims to draw attention to Galaxy S7 and S7 Edge features – specifically the products’ ‘capless water resistance’.

It also switches focus from the Olympic Games to the Paralympics – which run from 7 to 18 September.

This film is the fourth (called ‘Lesson 4’) in a series of 5 online videos, which, alongside a 360-degree Team GB Rio HQ Tour Film (see case study) forms the core of the brand’s Rio 2016 activation.

Comment

Samsung has been one of the most prolific and most successful (see our table of the top Rio 2016 sponsors and ambushers) Rio 2016 marketers.

This latest work not only builds on earlier Team GB ‘School Of Rio’ activity (see case study), but also on the brand’s global IOC sponsorship campaign (see case study).

It also continues to use humour in its sponsorship activation and event marketing to humanise the Samsung brand as it evolves from being focused on technical excellence and products to relateable brand values.

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/