The Brief

To leverage their Olympic sponsorship and their partnership with Australian mobile carrier Optus, Samsung created a promotion: Re-connect or connect an Optus plan with a Samsung device and you’re entered to win the ultimate 2012 Olympic Games experience, one of two VIP packages valued at over $100,000 each. Our challenge was to develop promotional visuals that would quickly get consumers' attention, leverage Samsung's status as an Olympic sponsor, spotlight Samsung's products, and drive consumer action in the form of Samsung mobile purchases. The target audience included both existing and potential Optus customers.

Creative Execution

Combining handsets, telecommunications, swimmer James Magnussen, and London itself in the creative allowed Samsung to convey its message to consumers quickly. Handsets spoke naturally to Samsung's products, the main purpose for holding the promotion. The telephone booth reinforced telecommunications usage, with a hint at international calls, suggesting Optus' offerings as a carrier. James Magnussen played two roles: firstly catching consumers' attention as a national icon, and secondly creating a sense of excitement for consumers to enter the promotion (which included a personal meet-and-greet). Images of London itself created urgency by bringing the potential of a London adventure to life.

Describe the creative solution to the brief/objective.

Our visuals artfully combined Samsung's products, Optus' services, the Olympic games, and the city of London. For example, one piece depicts James Magnussen (Australian Olympic swimmer and Samsung Ambassador) holding a Samsung handset while standing in front of an iconic red telephone booth and London's Big Ben. We developed variations on the above connections, with emphasis on materials that Optus customers would encounter when paying bills or exploring new Samsung models in Optus stores. We tailored the creative to various promotional media: mailing inserts, in-store flyers, web banner ads, scripts for telesales/retails sales staff, and social media graphics.

Results

With 350,000+ physical assets distributed and 118,000 social media impressions earned, consumers certainly took note of the promotion. Over 32,000 Samsung mobiles were purchased in the time that our visuals were active, marking our visuals' success in eliciting consumer attention and enthusiasm amongst the target audience.