Red Team's Solution to Brief B

1. November 21st, 2013
Thursday, November 21, 13

2. The Brief
Challenge: Most people only pay attention to the Olympics
during the event
Ask: Connect more fans to the Games earlier in the year,
while leveraging Samsung’s core strengths
Timing: January 2016 - August 2016
Target: Tech-savvy consumers
Budget: $1MM
Thursday, November 21, 13

3. Strategy
Thursday, November 21, 13

4. Goal:
Utilize Samsung’s strengths to meaningfully connect fans to the
Olympics, in the year leading up to the Games
Thursday, November 21, 13

5. Thursday, November 21, 13

6. Strengths
Technology, mobility, design, gaming
Thursday, November 21, 13

7. Brand Message
“At Samsung, we push the limits of technology, so you can push
the limits of your life”
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8. Connection
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9. We Celebrate the Hero
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10. But the Olympics are not just for
Olympians
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11. Thursday, November 21, 13

12. The Big Idea
Samsung brings the Olympics home and makes
everyone an athlete
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13. The Platform
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14. Everyday Olympian App
Samsung Olympics: Complete challenges sent to your Samsung
phone, tablet, or home appliance
Weekly Challenges: Social based tasks encouraging ongoing
participation
Branded Content: Videos of Olympic athletes competing in
Samsung challenges with the help of “everyday” coaches
Thursday, November 21, 13

15. Everyday Olympian App
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16. Everyday Olympian App
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17. Branded Content -- See Video File
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18. Campaign Flow
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19. Campaign Flow
Awareness
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20. Campaign Flow
Awareness
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Download

21. Campaign Flow
Awareness
Thursday, November 21, 13
Download
Activation

22. Promotion
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23. Awareness:
Launch via Owned Assets
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24. Awareness:
Utilize the Unified Platform
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25. Drive Downloads:
Facebook App Install Ads
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26. Activation:
Distributing UGC Moments
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27. Result
Taking advantage of Samsung’s ecosystem of connected devices
to encourage everyday people to push their own limits
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28. Closing Ceremony
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29. Closing Ceremony
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