THE BRIEF

Use Samsung’s sponsorship of the London Olympics to gain maximum exposure for its triumphant launch of the Samsung Galaxy S3 smartphone.

INSIGHT

Very few people have what it takes to be an Olympic athlete, but we can all play our part in making a once-in-a-lifetime home Olympics special.

STRATEGY

Make the Galaxy S3 an integral part of the Olympic experience, to drive reappraisal of Samsung phones and become part of people’s memories.

CREATIVE PROPOSITION

Welcome the world

OUTPUT

An integrated activation campaign, starring 4 pop-up premium brand stores across London, and a special brand store in the Athletes’ Village. Here, homesick athletes made over 43k free phone calls home in 2 weeks, with the new S3.

IMPACT

Samsung’s brand metrics outperformed all of the other main Olympic sponsors. And the Galaxy S3 became the fastest-selling phone ever, with more than 20 million units sold in its first 100 days.