How Samsung harnessed the AO to put the new Galaxy S21 at the heart of the action
Powered by Nine’s group creative solutions manager, Gareth Beale, demonstrates how the power of marketing in and around big sporting events enables brands to ride the wave of cultural relevancy across all media channels.
Gareth Beale, Nine
For Australians, sport is engaging because at its core it taps into the emotions of a nation, unites us, inspires us and keeps us coming back for more, time and time again. For marketers, it’s also a powerful content vehicle that can take a brand across every media channel. Which is exactly what Samsung, in partnership with CHE Proximity and Nine, did to launch its new mobile phone, harnessing the 2021 Australian Open.
After one of the biggest years in technology launches, which saw a plethora of new mobile devices infiltrate the Australian market, Samsung was looking for ways to launch its new product to market that would firmly embed it into Australian culture, while creatively showcasing how the Galaxy S21 sets the bar in smartphone photographic capability.
Nine is Australia’s largest locally owned media company with investments spanning television, video on demand, print, digital, and radio. Nine’s assets include the 9 Television Network, video on demand platform 9Now, talkback radio stations 2GB, 3AW, 4BC, 6PR, 2UE, 4BH, 6GT, Magic1278, major mastheads such as The Sydney Morning Herald, The Age and The Australian Financial Review, digital properties such as nine.com.au, 9Honey, Pedestrian.TV and CarAdvice, subscription video platform Stan, and majority investments in Domain and Future Women.
