Samsung merges social media and sport

27 April 2017

Advertiser: Samsung
Creative Agency: iris Sydney

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Sports fans are challenged to take on their role models in Samsung's latest netball push from Iris Sydney.

Samsung Electronics Australia and Iris Sydney have launched a new campaign that showcases the role of social media in supporting sport, such as netball.

The work builds on the recent success of the ‘Rethink Role Models’ campaign, which featured the Australian Netball Diamond team and landed itself in the AdNews top 10 Australian ads of 2016.

Promoting the Galaxy A5 handset, the 60-second spot aims to tap into the Suncorp Super Netball and Telstra partnership and drive participation from teams and fans.

The action-packed ad features a variety of athletes showing off their skills in netball, soccer and basketball, as well as following their favourite sports on social media. It calls for fans to get involved and show off their skills on Facebook, Instagram and Twitter using the hashtag #GalaxyAGame.

Iris CMO Christine Mills tells AdNews the concept plays into human behaviour and the trends of challenging oneself and each other.

“The Samsung A Series mobile is at the heart of the campaign with even the team videos being shot on the mobile itself. The primary objective is to increase awareness of the mobile within Telstra and demonstrate its amazing features in practical scenarios,” she says.

“The Netball work from Iris for Samsung was hugely successful last year. How do you keep that momentum? In keeping the conversation going, in this instance it was important to demonstrate how having a fantastic property like Netball Australia can be linked and drive awareness of a specific product.”

The campaign will roll-out on Channel 9, complemented by in-broadcast integration across Facebook, Instagram and Twitter.

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