The One Show
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Samsung FastFrame
Agency Cheil / Amsterdam + Mario Piepenbrink / Alkmaar + Pirke Productions / Amsterdam + Samsung Electronics Benelux / Schiphol
Category
Innovation & Transformation / Innovation in Public Relations
Annual ID
OS22_PR073M
About the Work
Samsung is a global Olympic Games partner. Each country is allowed to interpret this sponsorship in its own, local way. In the Netherlands, Samsung saw its sponsoring as an excellent opportunity to claim its brand promise in an innovative way. By doing something instead of just talking about the sponsorship. This sponsorship vision started in 2018 with the Samsung Smartsuit for the Dutch Olympic short trackers and now was the time to implement it in a consistent way.
For Tokyo, Samsung Netherlands sponsored BMX-riders Niek Kimmann and Judy Baauw. The brief was to develop a strategy and creative idea to claim the sponsorship of the two Dutch Olympic athletes.
As sponsor of BMX-athletes, you can HOPE for Olympic success. But as an innovative tech brand saying ‘DoWhatYouCan’t’, why not HELP them to be successful? The better they perform, the more you will benefit as a sponsor too.
In a year’s time, we developed a customised BMX-innovation with built-in technology and app that enabled riders and coach to ‘do what they can’t’: unlock the mystery of the perfect start, by measuring the 3 key factors. Till then the start – where 70% of the races are won – was done purely on gut feeling.
While training with FastFrame, the athletes discovered that their starts were significantly faster if they started with less power but put greater emphasis on the ideal angle at which they pulled up the bike. Totally contrary to what they expected.
Samsung FastFrame became part of the athletes’ training process. Just before the Olympics, when the buzz about innovations in sports was at its peak, we brought it to the press. In no-time, the Netherlands knew about Samsung partnering with the Olympic athletes by creating a breakthrough innovation.
The uniqueness of this sponsorship benefited the brand significantly: Samsung’s most important brand KPI (Proud-To-Own-index) increased by 16%! We created true value for the athletes, resulting in the first Dutch Olympic BMX gold medal ever. And an awareness explosion for Samsung being a real contributing sponsor. With a relatively small media budget in the Netherlands, the Dutch public voted Samsung No 1 sponsor. Above sponsorship giants such as Heineken and Toyota.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Cheil / Amsterdam
Design Firm
Onesize / Amsterdam
PR / Marketing Agency
HvdM PR / Den Haag
Client / Brand
Samsung Electronics Benelux / Schiphol
Production Company
Pirke Productions / Amsterdam
Music / Sound Production Company
Park Studio / Amsterdam
Post Production Company
De Grot B.V. / Amsterdam
Media Distribution Company
Starcom Nederland / Amsterdam
Freelancer
Mario Piepenbrink / Alkmaar
Art Director
Pepijn Spanjerberg
Copywriter
Norman Groenewegen
Creative Director
Thijs de Boer
Director of Photography
Bart Breugem
Editor
Bart Breugem
Lamine Ndiaye
Executive Producer
Pirke Bergsma
Photographer
Peter Hamelinck
Managing Director
Budi Gonzalez de Chaves
Post Production
Lamine Ndiaye
Project Manager
Marie Vermeulen
Technical Director
Mario Piepenbrink
Account Manager
Matthijs van Schie
Design App
Danny Bakker
Film Director
Thijs de Boer
Head of Marketing IMD
Gerben van Walt Meijer
Influencer Marketing Manager
Femke Koenen
Logo Design
Jay Sunsmith
Marketing Communication Manager
Laura Geuze
Music & Sound
Wouter Veersema
Twan van Steenhoven
Sports marketing
House of Sports / Ouderkerk aan de Amstel
UX/UI Design
Bernard Westerdijk
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