Samsung Electronics

  • Launch of Samsung’s 2010 Olympic Games marketing campaign with Samsung Vice President and Head of Worldwide Sports Marketing Gyehyun Kwon, Premier Gordon Campbell, VANOC CEO John Furlong and Samsung Ambassadors Jarome Iginla, Hayley Wickenheiser and Wayne Gretzky.

    Launch of Samsung’s 2010 Olympic Games marketing campaign with Samsung Vice President and Head of Worldwide Sports Marketing Gyehyun Kwon, Premier Gordon Campbell, VANOC CEO John Furlong and Samsung Ambassadors Jarome Iginla, Hayley Wickenheiser and Wayne Gretzky.

  • More than 34 media outlets attended the event in Vancouver, including journalists from CBC TV (French), CTV, Entertainment Tonight Canada, Globe & Mail, Reuters, and the Vancouver Sun.

    More than 34 media outlets attended the event in Vancouver, including journalists from CBC TV (French), CTV, Entertainment Tonight Canada, The Globe & Mail, Reuters, and The Vancouver Sun.

  • Guests at the Samsung holiday party enjoyed activities including the photo wall where they had the opportunity to take pictures with the popular mascots – Sumi, Quatchi and Miga.

    Guests at the Samsung holiday party enjoyed activities including the photo wall where they had the opportunity to take pictures with the popular mascots – Sumi, Quatchi and Miga.

  • (L-R) Samsung celebrates the opening of the Olympic Rendezvous @ Samsung for the Vancouver 2010 Olympic Winter Games with special guests John Furlong, CEO of VANOC; Gerhard Heiberg, Chairman of the Marketing Commission of IOC; Geesung Choi, President and CEO, and Jay Y. Lee, COO, Samsung Electronics Co., Ltd.; Honourable Gordon Campbell, Premier of British Columbia; and Tewanee Joseph, CEO and Executive Director, Four Host First Nations.

    Samsung celebrates the opening of the Olympic Rendezvous @ Samsung for the Vancouver 2010 Olympic Winter Games with special guests. From left: John Furlong, VANOC CEO , Gerhard Heiberg, IOC Chairman of the Marketing Commission, Geesung Choi, Samsung President and CEO, Jay Y. Lee, Samsung COO, Honourable Gordon Campbell, Premier of British Columbia, and Tewanee Joseph, Four Host First Nations CEO and Executive Director.

Discover Your Every WOW Moment at the 2010 Winter Games

Overview

Samsung Electronics Co., Ltd, a global leader in semiconductor, telecommunication and digital technologies, was an official worldwide TOP Partner of the Vancouver 2010 Olympic and Paralympic Winter Games in the wireless telecommunications equipment category. Samsung worked with NATIONAL and U.S. partner Burson-Marsteller to develop and execute the company’s Vancouver 2010 Olympic Winter Games and global Olympic Games media relations programs.

Creative Solution

The NATIONAL team developed a comprehensive strategy and program to drive media coverage and profile for Samsung—to cut across the clutter of more than 50 other Canadian and international Games sponsors. This was achieved by developing and delivering a number of media events, announcements and activities that were unique to Samsung and its exclusive wireless communications sponsorship category. NATIONAL also capitalized on Samsung’s sponsorship of high profile Canadian hockey stars—Wayne Gretzky, Jarome Iginla and Hailey Wickenheiser.

Impact & Results

Given the highly competitive media climate leading up to and during the Games, media attendance for Samsung events was significant. At Games time, NATIONAL operated from two Samsung sites—the Olympic Rendezvous @ Samsung ([email protected]) public pavilion and the Samsung Accredited Media Centre within VANOC’s Main Media Centre.

Under the banner of Discover Your Every WOW Moment, Samsung’s sponsorship of the 2010 Winter Games was considered a success by spectators, athletes and their families, media, VIPs and Samsung Mobile Explorers. Over a 12-month period with peak time during the February 2010 Games, the media activities generated 508 stories, representing more than 888 million impressions in print, broadcast and online stories.

Project Details

  • Major media events included the Olympic Games Campaign launch, Samsung’s Holiday Party and a series of Games-time outreach events;
  • The programs focused on creating “WOW” experiences for consumers through Samsung’s mobile technology and generating greater interest in the North American market for Samsung products;
  • Eight Games events occurred over a 12-day period, including:
    • [email protected] Opening
    • Hannah Teter Visit
    • Hooray for Hayley (Wickenheiser)
    • IOC President Visits [email protected]
    • Olympic Class Day
    • Hannah Teter Autograph Signing
    • James Balog Eco-Class Day
    • Paralympic Committee Signing Ceremony
  • The team used hockey superstars Wayne Gretzky, Jarome Iginla and Hayley Wickenheiser, along with U.S. snowboarder Hannah Teter (women’s halfpipe Olympic silver medalist) to drive media coverage;
  • Events featured participation from IOC and VANOC senior officials, the Premier of British Columbia and representatives of the Four Host First Nations;
  • The NATIONAL team managed Samsung’s Media Centre, housed in the official Main Media Centre venue, providing full-time media relations and issues management support for Samsung’s Games operations.

Results

Olympic Games Campaign Launch
On International Olympic Day, June 23, 2009, Samsung hosted its Olympic Games Campaign Launch media event in Vancouver. Nearly 50 reporters from 34 media outlets attended, along with VIPs such as global and regional Samsung executives, ice hockey legends, VANOC representatives and the Premier of British Columbia. More than 87 million media impressions and 211 placements were generated about Samsung’s Olympic Games Campaign Launch through print and electronic media.

To prepare for the media event, the NATIONAL team:

  • drafted executive talking points;
  • created and distributed media releases in English and French along with a photo release with captions for Canada and U.S. newswires;
  • created a number of media materials such as a FAQs, fact sheets about the Samsung sponsorship programs, and athlete and executive biographies.

NATIONAL also coordinated all on-site media relations and phone interviews.

Samsung Holiday Party
On December 8, 2009, Samsung celebrated the holidays with the Olympic Family, VANOC and members of the media by hosting a winter party in Vancouver. The Samsung Holiday Party was hosted by Mr. Gyehyun Kwon, Vice President and Head of Worldwide Sports Marketing, Global Marketing Operations, Samsung Electronics Co., Ltd, and included senior executives from their North American and global headquarters.

The purpose of the holiday event was to build relationships with Vancouver media to ensure Samsung continued to be top-of-mind in the media and for reporters to have a positive experience, attitude and outlook towards the company as it headed into the Vancouver 2010 Winter Games.

NATIONAL conducted media outreach to a wide array of Vancouver-based media, including short- and long-lead publications, major print and broadcast outlets, technology, social events/lifestyle, sports and Olympic media. Overall, 15 outlets and 26 media and guests attended Samsung’s Holiday Party. In addition, NATIONAL coordinated one-on-one media interviews with one of Samsung’s lead executives in advance of the party and handled media requests post-event.

Olympic Rendezvous at Samsung ([email protected]) Pavilion Launch
NATIONAL managed the media relations for the opening of Samsung’s 700 square-metre pavilion, the Olympic Rendezvous @ Samsung ([email protected]). Media were invited to join an impressive list of special guests including Geesung Choi, President and CEO, Samsung Electronics Co., Ltd., Canadian ice hockey superstar and Samsung Athlete Ambassador Wayne Gretzky, Gerhard Heiberg, Chairman of the Marketing Commission of IOC, John Furlong, CEO of VANOC, Gordon Campbell, Premier of British Columbia, and Tewanee Joseph, CEO and Executive Director of the Four Host First Nations, to unveil the company’s pavilion. Samsung had a great turnout, with 47 media representing 38 media outlets.

2010 Olympic and Paralympic Winter Games
During the 2010 Winter Games, NATIONAL provided full-time media relations and issues management support for Samsung’s Games operations. The NATIONAL team managed Samsung’s Media Centre, housed in the official Main Media Centre venue, in addition to planning and executing eight media events during the Games.

NATIONAL coordinated media visits and tours of [email protected] to promote the Samsung Games experience, sponsorship and mobile products. In addition, media events were held throughout the Games at the pavilion, including an autograph signing session with U.S. athlete Hannah Teter (women’s halfpipe Olympic silver medalist), an Olympic Class Day with Grade 2 students and James Balog’s Eco Class Day with Grade 7 students.