Samsung launches multi-million dollar marketing campaign for Sochi 2014 Olympic Winter Games

Jan 24, 2014

AUSTRALIA, Sydney – January 24, 2014 – Samsung Electronics Australia has launched a multi-million dollar campaign to leverage the electronic company’s global sponsorship of the Olympics, of which Samsung Electronics is the Worldwide Olympic and Paralympic Partner in the Wireless Communications Equipment category.

The company has also sponsored Australian Olympians Alex ‘Chumpy’ Pullin and Scotty James and Paralympian Jessica Gallagher. It’s also a partner of the Australian Olympic Team, providing all athletes and team officials with a Samsung smartphone.

As part of the campaign Samsung has developed ‘Design Your Moment’ a collabouration between two of its ambassadors and up-and-coming Australian artists to help inspire the athletes in their pursuit for gold at Sochi 2014.

Design Your Moment sees boarder cross snowboarder Alex ‘Chumpy’ Pullin work with music producer Sampology to create a new track, Show Me, which will motivate Chumpy before his steps out for his race at the Games. 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.

These collabourations have been captured in short video pieces that are available here:

Alex 'Chumpy' Pullin:

Scotty James:

Design Your Moment is also being activated at selective Telstra stores where Australians can use a Samsung GALAXY Note 3 device to create a custom screensaver for their compatible smartphone featuring Vexta’s eagle artwork.

For the Games, Samsung has re-launched its ‘Samsung Stadium’* app, featuring comedic sports commentators Roy & HG who will also feature in a television program on Network Ten for the Sochi 2014 Olympic Winter Games.

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. Samsung Stadium is available to download now for compatible Android™ and iOS phones and tablets and is free to own*.

Samsung first signed-up Roy Slaven and HG Nelson for the 2013 British and Irish Lions Tour. For Sochi 2014, Samsung returns the comedic duo to Australian televisions with a 15 minute program called Roy and HG’s Russian Revolution at Samsung Stadium. During the program, which will air daily from February 8 – 23 as part of Ten’s flagship nightly program Sochi Live, Roy and HG will share their unique comedic perspective on the highlights from each day of Sochi 2014.

The marketing campaign is supported by a media campaign across outdoor, broadcast and digital outlets. Together with Network Ten, Samsung will also extend the broadcasting of the Sochi 2014 Olympic Winter Games on Twitter using its new Twitter 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.

“Samsung is very proud to be a Worldwide Partner of the Olympic Games in the Wireless Communications Equipment category. We believe that the Olympic spirit can move people to greatness. 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.”

The Samsung GALAXY Note 3 device is the official Olympic Phone for the Sochi 2014 Olympic Winter Games. Together with the IOC, Samsung will provide the official Olympic phone to all athletes at the Sochi 2014 Olympic Winter Games to enable athletes to enjoy the Olympic Games in a smarter way through its innovative technology. This marks the first time all athletes will receive a Samsung device in the company’s 15-year history as Worldwide Partner of the Olympic Games.

* Internet connection required. Data charges may apply.

Android is a trademark of Google Inc. IOS is a trademark or registered trademark of Cisco in the U.S. and other countries and is used under license

Agency credits:

The campaign concept, Samsung Stadium, was originally developed collabouratively by Razorfish and Octagon.

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

About Samsung’s Involvement in the Olympic Games

Samsung began its Olympic Games involvement as a local sponsor of the Seoul 1988 Olympic Games. Beginning with the Nagano 1998 Olympic Winter Games, the company extended its commitment to the Olympic Movement as the Worldwide Olympic Partner in the Wireless Communications Equipment category, providing its proprietary wireless communications platform, called Wireless Olympic Works (WOW), and mobile phones. These innovative mobile phone technologies provide the Olympic Family with real-time, user location-based information service and interactive communications. Samsung hosts various digital marketing campaigns to share the excitement of the Olympic Games with people around the world and enable everyone to participate in the Games through its smart mobile technology. Samsung’s commitment as a Worldwide Olympic Partner continues through to Rio 2016.

About Samsung Electronics Co., Ltd.

Samsung Electronics Co., Ltd. is a global leader in technology, opening new possibilities for people everywhere through relentless innovation and discovery. We employ 270,000 people across 79 countries with annual sales of US$187.8 billion. To discover more, please visit

Alexandra Loftus
Samsung Electronics Co., Ltd.
Tel: 02 9291 3350