Samsung launches Australian Sochi Winter Olympics ad campaign

Samsung have announced a major advertising campaign around next month’s  Sochi Winter Olympics that will feature both the return of Roy and HG in the ‘Samsung Stadium’ and also a number of new commercials centred on Australian Olympians Alex ‘Chumpy’ Pullin, Scotty James and Paralympian Jessica Gallagher.

The new ad campaign is built on the idea of ‘design your moment’ and sees snowboarder Alex ‘Chumpy’ Pullin work with music producer Sampology to create a new track, Show Me, which will motivate Chumpy before he steps out for his race.  Graffiti artist Vexta has painted an eagle in a Melbourne laneway that signifies the sensation of flying, which halfpipe snowboarder Scotty James feels when he’s competing.

Samsung’s use of comedy sports commentary team Roy and HG drew wide praise when they were used in the Wallabies Test match last year.  For this year’s Winter Games, Samsung has re-launched its ‘Samsung Stadium’ app, featuring the duo who will also feature in a television program on Network Ten.

The sponsored program called “Roy and HG’s Russian Revolution @ Samsung Stadium” will be produced by Network Ten and will also be available on the Samsung Stadium app after it goes to air. Roy and HG will also record a show, ‘Ice Stream’ each night, which will also be available on the app.

The marketing campaign is supported by a media campaign across outdoor, broadcast, digital outlets and on social media through Twitter’s amplify service.

“Following the success of Samsung Stadium for the Lions series, and our nation’s love of Roy and HG, it seemed only fitting that we bring these iconic commentators back for the Sochi 2014 Olympic Winter Games,” said Arno Lenior, chief marketing officer, Samsung Electronics Australia.

“Through this campaign, we hope to bring Aussies closer to the Games in engaging and creative ways so they can connect with inspirational athletes, innovative technology and exciting, interactive experiences.”

Nic Christensen 

Agency credits:
Brand engagement, video content, retail promotion and talent management – Octagon
Digital – Razorfish
Media agency – Starcom
Public relations – Edelman
Point of sale – Cheil
Above the line creative – Leo Burnett


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