Cannes Lions

HOPE RELAY

CHI & PARTNERS, London / SAMSUNG / 2013

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Overview

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Credits

Overview

Description

Fueled by Samsung’s Olympic vision of ‘Everyone’s Olympic Games’, the Hope Relay was a fully-integrated campaign that aimed to maximize their sponsorship of the Olympic Torch Relay; allowing even more people to get involved and play a virtual role, while donating to Samsung’s charity partners.

The campaign centered on a mobile app with a running tracker embedded. For every mile completed Samsung would not only donate a pound to charity, but it would also reward you with a virtual role in the Olympic Torch Relay and surrounding Samsung Hope Relay program.

On sign up users were invited to create a profile and avatar to track their stats. These were used to amplify the program on Facebook, the website, the associated advertising campaign, and the official Samsung Torch Relay activity.

Raising awareness of the programming in the early stages was critical. To get it all kicked off we created avatars for some celebrity ambassadors – including David Beckham, Jamie Oliver and Victoria Pendleton. They launched the campaign with PR events, stared in ‘how to’ videos, and spread the word to their fans.

The campaign was all about involvement, so we put the runners at the heart it. The avatars created featured in videos which could be posted to Facebook and shared with friends, featured in the advertising campaign, and most importantly on the official Samsung screens at The Torch Relay events.

To encourage a deep engagement with the program, we created features that allowed users to track stats, create teams, and compare performance on league tables. We also created some ground-breaking Facebook integration with the app where your friends could record a message to cheer you on via the Facebook app which you’d hear on your next run.

It was rolled out across 17 different countries, with 1,753,925 unique downloads, over 1.4 million miles run, and a total of $2,093,692 USD donated to charity.

The program allowed hundreds of thousands of people from all around the world to participate in the Torch Relay as virtual members. Furthermore, we immersed users into a deeply engaging program, by encouraged competition, social spread and much more. A range of media across different channels helped to bring this to life and further amplify the idea by allowing even deeper engagement and reward.

Through this program Samsung enabled smart phone users to participate in The Olympic Torch Relay – helping them to making 2012 Everyone’s Olympic Games.

Execution

We created a mobile app with running tracker embedded; for each mile completed Samsung would donate a pound to charity (or USD$ outside the UK), and also reward you with a virtual role in the Olympic Torch Relay and Hope Relay programme.

On sign up users created a profile and avatar. The avatars were used in personalised videos which could be posted to Facebook, featured alongside real stats from the programme in a print and outdoor campaign, and most importantly, they then appeared on the official Samsung screens at The Torch Relay events.

Because we wanted people to have a deep engagement with the programme, we created features so that users could track stats, create teams and compare performance on league tables.

To raise initial awareness of the programme we created avatars for some celebrity ambassadors which were used across social channels, video content, PR, press and outdoor advertising.

Outcome

Rolled out across 17 countries.

1,753,925 unique downloads.

Over 1.4 million miles run.

$2,093,692 USD donated to charity.

The objective was to allow more people to have a deeper involvement with The Olympic Torch Relay. The programme allowed hundreds of thousands of people to participate as virtual members. Furthermore, the app immersed users into a deeply engaging programme; including competitions, social spread, tracking stats and much more. A range of media across different channels helped to further amplify the idea by allowing deeper engagement and reward.

The programme took Samsung one step further to making 2012 Everyone’s Olympic Games.

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