Samsung SmartSuit|短视频|广告营销案例【ADGuider广告指南】

本案例默认翻译为中文，点击可切换回原语言

已切换成原语言，点击可翻译成中文

三星智能套装

案例简介：概要三星是平昌 2018 届冬季奥运会的全球奥林匹克合作伙伴。荷兰三星赞助了两名荷兰短道溜冰运动员 Sjinkie Knegt 和 Suzanne Schulting。尽管荷兰在奥运会上有出色的速度滑冰成绩 (35 枚奥运金牌)，但短道远不如成功 (1 枚铜牌/0 枚银牌/0 枚金牌)。简报是想提出一个主意，要求赞助两名荷兰奥运会短道滑冰运动员，并记住三星的主张: “有意义的进步来自敢于挑战障碍。”。用标语: 做你不能做的事情。战略在每届奥运会之前，体育创新总是一个热门话题。谁有新发明？体育运动的最新发展是什么？当三星要求我们提出申请赞助两名荷兰奥运选手的想法时，我们为滑冰运动员开发了一项创新的技术贡献。三星智能套装。运动员和教练用这套衣服秘密训练了几个月。就在奥运会之前，当关于体育和平昌创新的嗡嗡声达到顶峰时，我们把它带给了媒体。我们没有邀请他们来看三星的最新发明。不，我们邀请他们在奥运会前来了解最新的体育创新。新闻发布后，没有超过 4.5亿人知道秘密武器。在关于三星成为奥运会短道溜冰者真正的科技赞助商的发言中。结果新闻发布后，很快就有超过 4.5亿人知道了秘密武器。三星是一个真正的科技赞助商。-免费宣传价值: 1.411.778 欧元-总竞选关键参与率为 1,3% (295% x 基准，来源: Starcom 2018年1月); -48,100 阅读包含品牌内容的文章，并通过文章获得 4,765,194 的印象。这比基准高出 321%!-自豪地拥有品牌价值增加 6%，从 2017年12月底的 24% 增加到 2018年2月底的 30%; -速滑运动员赢得了有史以来第一枚荷兰短道滑冰奥运会银牌和金牌!-荷兰和韩国体育联合会已经热衷于为短道和速度滑冰本身实施三星智能套装。甚至其他运动联合会 (帆板运动、游泳等) 也对实施这项创新感兴趣。执行首先，我们需要知道如何为短道滑冰运动员创造价值。因为这一定是我们成功的关键。2017年3月，我们第一次见到了国家队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 5 个传感器的套装，将活体运动遥测和位置数据反馈给 Galaxy S8 (数据) 和 Tab S3 (数据/视频/图表)。即使冰上的运动员每小时跑 50 公里。最重要的是，科技套装必须像普通套装一样合身, 教练必须一眼就能理解这些数据，这样他就可以立即向滑冰运动员发送振动来调整他的位置。一旦第一个原型在 8月被开发出来，技术人员和短道溜冰者就用这套衣服秘密测试和训练了几个月。就在奥运会之前，我们把这个故事带给了媒体。活动描述对于一个说 “做你不能做的事情” 的创新科技品牌来说，我们并没有选择只在西装上贴上标志。我们发明了一套全新的西装。一套能让溜冰者和教练做他们做不到的事情的衣服: 实时测量溜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，你走得越快。直到现在，这一直是根据直觉来判断的。我们开发了三星智能套装，配备了传感器，以毫米精度测量。这套衣服被设计成向教练的设备发送数据，允许他立即向滑冰运动员传达调整。

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 develop an idea to claim sponsorship of two Dutch Olympic short track skaters, and to keep in mind that Samsung stands for: ‘Meaningful progress comes from daring to defy barriers.’ With the tagline: Do what you can’t. Strategy Innovation in sports is always a hot topic just before every Olympics. Who’s got a new invention? What is the latest development in sports? When Samsung asked us to develop an idea to claim sponsorship of two Dutch Olympians, we developed an innovative tech contribution for the skaters. The Samsung SmartSuit. The athletes and coach secretly trained with the suit for months. Just before the Olympics, when the buzz about innovations in sports and 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. 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. 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 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 this had to be the key to our success. In March 2017, we met the national team coach and human movement scientist for the first time. 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 feed live body kinetic telemetry and location data to the Galaxy S8 (data) and Tab S3 (data/video/charts). Even when the athletes on the ice hit 50 kilometres per hour. On top of that, the tech suit had to fit like a regular suit, and the data had to be comprehensible at a glance for the coach so he could immediately send a vibration to the skater to adjust his position. Once the first prototype was developed in August, 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.