Case Study - Consumer Electronics

 

Glossy Envelope wrap – London Olympics 2012

Samsung

MARKET

United Kingdom

 

CAMPAIGN STRATEGY

Samsung were launching their campaign to promote the 2012 Olympic Torch Relay Nominations, the idea being that members of the public could nominate or be nominated to take part in the official UK torch relay across 10 cities between June and September. To nominate, members of the public would have to go to a Vodafone store and explain online why that person should be nominated. 

 

The Metro Network and Samsung teamed up to produce a special glossy, high quality envelope wrap to promote the campaign and drive people to Vodafone stores. Using striking creative featuring Samsung’s Olympics ambassador, David Beckham, alongside real people, the wrap created huge impact and standout among readers in central London. Distribution locations were handpicked for their close proximity to Vodafone stores. 20,000 copies of the special wrap were distributed across 5 high traffic London Underground locations. In addition to the special wrap a dominator campaign, featuring the first ads in-paper, gave readers the feeling of a Samsung takeover once the wrap was removed. This activity ran nationally across the UK, giving Samsung maximum coverage in addition to those in London who received one of the special wraps.

 

 

CAMPAIGN RESULTS

- High Profile: A high profile campaign which resonated and engaged with readers across the UK, particularly in London

- Big Impact: Reader vox pops clearly showed that the wrap had had a big impact