Cannes Lions

SportsCenter Emoji-fied

LEO BURNETT TAILOR MADE, Sao Paulo / SAMSUNG / 2019

Presentation Image
Case Film
1 of 0 items

Overview

Entries

Credits

Overview

Background

The launch of the Samsung Galaxy S9 brought a great innovation to the smartphone market: the MyEmoji feature, the first one which turns anyone into a personalized Emoji.

So, the main objective of the project was to show the public that Galaxy S9 can transform anyone into a personalized Emoji.

And the audience included mainly sports fans, since the project happened during the 2018 World Cup.

Idea

Using the MyEmoji feature of the Galaxy S9, we created a personalized Emoji of the SportsCenter anchor's, Antero Neto and Paulo Soares. The audience watched on live broadcast the two anchors turning into emojis, for the first time. And that way, the news got a lot more fun.

Strategy

The main objective of the project was to show the public that Galaxy S9 can transform anyone into a personalized Emoji, including the famous anchors of ESPN's SportsCenter program.

And the audience included mainly sports fans, since the project happened during the 2018 World Cup.

That's why we decided to turn the anchors of the world's most watched sports program into Emojis.

Execution

The campaign ran for four weeks, from May 15th to June 7th, 2018, on ESPN's SportsCenter program. The audience was focused on young people and adults, but mainly sports fans, since we were in the World Cup season.

Outcome

The launch of the Samsung Galaxy S9 brought a great innovation to the smartphone market: the MyEmoji feature, the first one which turns anyone into a personalized Emoji.

And the "Emoji-fied SportsCenter" project brought great visibility to Samsung, after all it happened during the 2018 World Cup, where all attention was focused on sports news. More than 29 MM people impacted and 96% of positive comments on social media.

Similar Campaigns

12 items

Class of Mask Free

BBDO BANGKOK

Class of Mask Free

2024, SAMSUNG

(opens in a new tab)