Samsung brings back Roy and HG for Wallabies Test

Australia’s favourite sports commentary duo Roy and HG are to return to the field for the Wallabies Test games, in a partnership with Samsung Electronics.

The electronics company will launch an extensive advertising campaign across broadcast, digital and print media to promote its new live commentary app Samsung Stadium, featuring comedy commentary by Roy and HG.

“We have heeded the call of Australians,” Samsung marketing director Arno Lenoir told Mumbrella. “We are pretty excited to launch this program and we think it is going to provide a really fun new dimension to the Wallabies and the British Irish Lions Test matches,” he said.

In a YouTube video posted this morning the comedy duo promotes their unique comedy commentary which is one of the few times they have revived their successful The Dream commentary format, which became famous during the Sydney 2000 Olympics.

This afternoon Samsung will launch the Samsung Stadium app which also provides rugby fans with access to exclusive content and the ability to interact with other rugby fans, especially during the three main test games on June 22, 29 and July 6.

“We have been working with the Wallabies for over 12 months and been a major partner,” said Lenoir.

“As we knew the Lions were coming up we did a lot of work with our agencies Octagon and Amnesia Razorfish to find out what would be a really good way to showcase our technology but also heighten the experience of consumer watching this major sporting event.We then approached Roy and HG and they thought it was a great idea too.”

Roy and HG

Screen shot of the app.

Samsung’s marketing director said company wanted to create its own online branded stadium, in what he said was both a social and experiential marketing campaign.

“It is called Samsung Stadium for a reason. A lot of people are going to the game and they will be able to experience Roy and HG calling the game at the stadium if they download the app,” said Lenoir.

“But there is a whole load of people who aren’t going to the game and what we wanted to create was a singular place where they could go and experience the alternative commentary but they could also get all the social feeds and be part of the action.”

The App is available for compatible Android and Apple phones and and tablets and is free.

The campaign concept was developed collaboratively by Amnesia Razorfish and Octagon.

Nic Christensen

Campaign credits

  • Concept development, brand engagement, activation and talent management: Octagon
  • Concept development, digital and social: Amnesia Razorfish
  • Media agency – Starcom
  • Public relations – Edelman Public Relations
  • Experiential – Traffik

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