Samsung SmartSuit|微电影|广告营销案例【ADGuider广告指南】

三星智能套装

案例简介：概要三星是平昌2018冬季奥运会的全球奥运合作伙伴。三星荷兰赞助了两位荷兰短道滑冰运动员Sjinkie Knegt和Suzanne Schulting。尽管荷兰在奥运会上取得了出色的速滑成绩 (35枚奥运金牌)，但短道比赛的成功却远不及 (1铜/0银/0金)。简报是要求赞助，并记住三星代表: “有意义的进步来自敢于挑战障碍。” 标语: 做你做不到的事情。战略运动员和教练秘密训练了几个月。就在奥运会之前，当关于体育创新、奥运会科技和平昌潜在秘密武器的讨论达到顶峰时，我们把它带到了媒体上。我们没有邀请他们来看看三星的最新发明。不，我们邀请他们来了解奥运会前最新的体育创新。关于三星为荷兰开发的 “数字兴奋剂”，与本国的韩国奖牌争夺者进行比赛。实际上，我们邀请新闻界参加了奥林匹克运动员的正式培训课程。新闻发布后，在任何时候都有超过4.5亿人知道这个秘密武器。而且-关于三星是奥运会短道滑冰运动员的真正贡献技术赞助商。相关性如果生活中有一件事是肯定的，那就是 “体育创新” 是每次奥运会之前的热门话题。谁有新发明？体育运动的最新发展是什么？是否有国家拥有奥运的秘密武器？借助Samsung SmartSuit，我们通过创造技术贡献来震撼了滑冰世界和体育媒体，从而深入研究了这一现象。结果 -新闻稿发布后，很快就有4.5亿多人知道了这个秘密武器。关于三星是真正的科技赞助商。-免费宣传价值: 1.411.778欧元-总活动关键参与率为1,3% (295% x基准，来源: Starcom 2018年1月);-48,100阅读包含品牌内容和通过该文章获得的4,765,194印象的文章。这比基准高出321%!-骄傲到拥有 * 品牌价值增加6%，从2017年12月结束时的24% 增加到2018年2月结束时的30%; * 骄傲到自己的分数只有在人们在MPSA上获得9分或10分的情况下才能衡量 (最首选的单一答案)，即PTO评分是购买意向最重要的KPI (关键绩效指标)。-滑冰运动员获得了有史以来第一枚荷兰奥运会短道滑冰银牌和金牌!-荷兰和韩国体育联合会已经热衷于为短道和速滑自己实施三星智能套装。甚至其他运动的联合会 (帆板，游泳等) 也有兴趣实施这项创新。执行首先，我们需要知道如何为短道滑冰者创造价值。因为只有真正的贡献才能对我们的公关活动有效。我们成功的关键必须是创新; 我们有效公关的秘密武器。2017年3月，我们遇到了教练和人类运动科学家。事实证明，滑冰中最重要的事情之一就是滑冰运动员的位置。为了测量这一点，我们开发了一套配备了5个传感器的套装，该传感器将实时人体动力学遥测技术馈送到Galaxy S8 (数据) 和Tab S3 (数据/视频/图表)。如果滑冰者的姿势需要校正，教练可以按下Galaxy S8上的按钮，向滑冰者发送信号。技术开发完成后，技术人员和短道滑冰运动员秘密测试并训练了数月。就在奥运会之前，我们把这个故事带给了媒体。运动描述对于一个说 “做你做不到的事” 的创新科技品牌来说，我们没有选择在西装上贴上标志。我们发明了一套全新的西装。一套使滑冰者和教练能够做他们做不到的事情的西装: 实时测量滑冰者位于冰上的高度。这个高度是滑冰中最重要的事情之一，因为离冰越近，你就会越快。到目前为止，这一直是根据直觉来判断的。我们开发了三星SmartSuit，配备了传感器，以毫米精度进行测量。这套衣服旨在将数据发送到教练的设备，使他能够立即将调整信息传达给滑冰者。

三星智能套装

案例简介：Synopsis Samsung is worldwide Olympic partner of the 2018 Winter Games in PyeongChang. Samsung Netherlands is sponsoring Sjinkie Knegt and Suzanne Schulting, two Dutch short track skaters. Although the Netherlands has excellent speed skating results at the Olympics (35 Olympic gold medals), short track is nowhere near as successful (1 bronze/0 silver/0 gold). The brief was to claim sponsorship and keep in mind that Samsung stands for: ‘Meaningful progress comes from daring to defy barriers.’ With the tagline: Do what you can’t. Strategy The athletes and coach secretly trained with the suit for months. Just before the Olympics, when the buzz about innovations in sports, tech at the Olympics and potential secret weapons in PyeongChang was at its peak, we brought it to the press. We didn’t invite them to come and see Samsung’s latest invention. No, we invited them to come and find out all about the latest sporting innovation just before the Olympics. About the ‘digital doping’ Samsung developed for the Netherlands in the race against the Korean medal contenders in their own country. In fact, we invited the press to an official training session of the Olympic athletes. After the press release, in no time more than 450 million people knew about the secret weapon. And – in the slipstream – about Samsung being a real contributing tech sponsor of the Olympic short track skaters. Relevancy If one thing is certain in life, it's that ‘innovation in sports’ is a hot topic just before every Olympics. Who’s got a new invention? What is the latest development in sports? Is there a country with a secret weapon for the Olympics? With the Samsung SmartSuit we dug right down into this phenomenon by creating a tech contribution that shook up the skating world and sport press. Outcome - After the press release, in no time more than 450 million people knew about the secret weapon. And about Samsung being a real contributing tech sponsor. - Free publicity value: 1.411.778 Euro - Total campaign key engagement rate of 1,3% (295% x benchmark, source: Starcom January 2018); - 48,100 read articles containing branded content and 4,765,194 impressions obtained via the article. This scored 321% above the benchmark! - Increase in Proud-to-Own* brand value of 6%, up from 24% at the end of December 2017 to 30% at the end of February 2018; *The Proud-To-Own score is only measured if people award a score of 9 or 10 on the MPSA (Most Preferred Single Answer), i.e. the PTO score is the most important KPI (Key Performance Indicator) for the intention to purchase. - The skaters won the first Dutch Olympic silver and gold medals for short track skating ever! - The Dutch and Korean sport federations are already keen on implementing the Samsung SmartSuit for short track and speed skating themselves. Even the federations of other sports (windsurfing, swimming, etc.) are interested in implementing this innovation. Execution First we needed to know how to create value for the short track skaters. Because only a real contribution would work for our PR campaign. Our key to success had to be innovation; our secret weapon for effective PR. In March 2017, we met the coach and human movement scientist. As it turned out, one of the most important things in skating is the position of the ice skater. To measure this, we developed a suit equipped with 5 sensors that feeds live body kinetic telemetry to the Galaxy S8 (data) and Tab S3 (data/video/charts). If the skater’s posture requires correction, the coach can press a button on the Galaxy S8 to send a signal to the skater. Once technical development had been completed, the technicians and short track skaters secretly tested and trained with the suit for months. Just before the Olympics we brought the story to the press. CampaignDescription For an innovative tech brand saying ‘do what you can’t’, we didn’t choose to just put a logo on a suit. We invented a whole new suit. A suit that enables the skaters and coach to do what they can’t: measuring in real time the height at which the skater is positioned above the ice. This height is one of the most important things in skating, because the closer to the ice, the faster you’ll go. Until now, this has always been judged on gut feeling. We developed the Samsung SmartSuit, equipped with sensors to measure with millimetre accuracy. The suit is designed to send data to the coach’s device, allowing him to immediately communicate adjustments to the skaters.