Advertiser: Samsung Brand: Samsung GALAXY S3 Creative Agency: Leo Burnett Malaysia Credits: Starcom Worldwide — Bhanu Singh (Associate Director), Alexander Wong (Associate Digital Manager), Alex Lee (Digital Planner) / Google Malaysia — Randi Chiah (Account Manager)
The Olympics – the most watched event on television. With all of the buzz, it was getting very difficult for a brand to be heard. Samsung GALAXY S3 (S3) had to break through the advertising clutter surrounding an event held in a time zone eight hours behind Malaysia.
In a cluttered advertising world, consumers will gravitate toward brands that they have common experiences with; the Olympics is iconic and cuts across all Malaysians. More Malaysians are shifting TV viewing to other devices – be it computer or mobile. For the 2012 Olympics, YouTube offered viewers ‘live coverage’. This was the perfect platform for Samsung to OWN the Olympics exclusively i.e. 100% share of voice delivered to consumer screens anytime, anyplace, anywhere.
Samsung brought the biggest live streaming event Malaysians ever. Malaysians could watched the Olympics as it happened or at anytime at their desks or on their mobiles. Samsung’s TVC had 100% exclusivity. It appeared each time before the live stream events. Consumers shared their ‘live’ experiences across YouTube, Facebook and Twitter seamlessly to their friends. The sponsorship was discoverable with mastheads across YouTube home page, social sharing and daily news releases summarizing the live highlights.
Samsung disrupted the Olympics’ Live TV Broadcasting. 50% Malaysians turned to the Internet. – >9,000,000 live stream views – >21,000,000 impressions on YouTube homepage – >780,000 views for the Badminton Final replay (#7 most watched Olympic video) – Cost effective at 5X less – >500,000 people showed interest in S3.