| Title | LONDON 2012 OLYMPICS CONSUMER PROMOTION |
| Brand | SAMSUNG |
| Product / Service | SAMSUNG MOBILE DEVICES |
| Category | B02. Consumer Products |
| Entrant | GMR MARKETING New Berlin, USA |
| Entrant Company: | GMR MARKETING New Berlin, USA |
| Advertising Agency: | GMR MARKETING New Berlin, USA |
| Name | Company | Position |
|---|---|---|
| - | Optus | Contributing Advertiser/Client |
| - | Salmat Idr Pty Limited | Promotional Support |
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.
We artfully combined the various elements of the promotion. For example, depicting James Magnussen (Australian Olympic swimmer and Samsung Ambassador) using a Samsung handset in front of an iconic red telephone booth and London's Big Ben. Handsets spoke naturally to Samsung's products, the main purpose of the promotion. The telephone booth reinforced telecommunications usage, with a hint at international calls, suggesting Optus' offerings. 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. We developed variations on the above connections tailored to various promotional media: mailing inserts, in-store flyers, web banner ads, scripts for telesales/retails sales staff, and social media graphics. This treatment allowed Samsung to convey its message to consumers quickly.
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. We needed to quickly and visually communicate the connections between Samsung's products, Optus' services, the Olympic games, and the city of London. The target audience included both existing and potential Optus customers.