| Title | SAMSUNG FANS TURN A RED RADIO STATION BLUE |
| Brand | SAMSUNG MALAYSIA ELECTRONICS |
| Product / Service | SAMSUNG CORPORATE |
| Category | B01. Corporate Image & Information |
| Entrant | STARCOM MEDIAVEST GROUP Kuala Lumpur, MALAYSIA |
| Media Agency 2 | STARCOM MEDIAVEST GROUP Kuala Lumpur, MALAYSIA |
| Entrant Company | STARCOM MEDIAVEST GROUP Kuala Lumpur, MALAYSIA |
| Media Agency | STARCOM MEDIAVEST GROUP Kuala Lumpur, MALAYSIA |
| Name | Company | Position |
|---|---|---|
| Asreena Ramdan | Liquidthread | Project Executive |
| Siti Khairuddin | Liquidthread | Associate Director Director Branded Content |
| Andrea Samuel | Starcom | Digital Manager |
| Yemmeng Chong | Starcom | Media Planner |
| Rachel Lim | Starcom | Media Buyer |
| Amy Goh | Starcom | Media Buyer |
Samsung got to the heart of football fans – it was a sold out at the Chelsea Asia tour. Conversations spurred by football fans about Samsung organically increased by 100%. A total of 20,467 social posts were generated from continuous fan postings over the four weeks course. RED.FM’s website (450,000 impressions) and social page drove 96,185 users directly to the Samsung Facebook page, increasing Samsung’s fan base by 20%. DJ JJ who “passionately” supported Manchester United, had his loyalty questioned by his followers, propelling viral conversations in the social space. Campaign garnered 237,000 listeners and generated 4.5x the media ROI.
Turning RED.FM blue was no small task. To kick things off, we tasked lead DJ JJ, a well-known Manchester United fan, to find the truest and bluest Chelsea fans over four weeks. We turned the event into a personal tournament for Chelsea fans to prove their mettle and battle it out on air. They had to call into RED.FM and answer questions all true fans should know. DJs placed wagers (in true football fashion) to spur on fans– they would up the stakes and turn BLUE for one day if all questions were answered correctly. Each week, the champions advanced to play for the grand prize trip to Stamford Bridge, London. By the fourth week, RED.FM conceded its “RED” brand for a day and declared that it was “BLUE” FM on air. The DJs amplified the ‘blue intensity’ by Tweeting, Instagramming and Facebooking their new loyalty to Chelsea and Samsung.
Malaysians love Barclays Premier League (BPL) football. Samsung, lead sponsor of Chelsea Football Club, identified Malaysia as one of the most important stops on the Chelsea Asia Tour. We needed to promote the tour in advance of the match and bring Chelsea fans closer to the action. Known as the True Blues, Chelsea fans, like all true BPL followers, pride themselves on their club loyalty. It’s not enough to go to the matches – Samsung wants Chelsea fans to unite across the country, spread the gospel and indoctrinate new fans of the club, and its sponsor. With the upcoming tour, our strategy was to get Chelsea fans to flood the media and own every BPL conversation, even the ones on RED.FM - an iconic Malaysian radio station that is a local outpost for the Manchester United Red Devils. We wanted to turn RED.FM into Samsung BLUE.