Italy failed to qualify for the World Cup for the first time in 60 years. Their fans didn’t know how to cope with the situation, but Romanians already knew a lot about such disasters. Our national football team had skipped the last 5 World Championships.
Samsung wanted to bring value to this important know-how into failing, and also prove the unifying power of technology. So we created "Pass the Heartbreak", an online show where a Romanian fan gives Italians some experienced advice, featuring Samsung products. It all worked, because disappointment always heals faster when you don’t feel alone.
General Information:
Strategy: We aimed to show the power of an international brand in uniting two nations that are disappointed for not being part of the Football World Cup. It was about bringing people together, finding common ground and start a conversation about what we have in common, rather than what makes us different.
The campaign revolved around the usage of Samsung products in order for football supporters to show their passion, although their teams are not playing.
Our target audience for this campaign were men, age between 25 to 44 years old, experience seekers. They are fascinated by the modern technology and love to stay informed about it. They like having tech that is a conversation starter and to impresses their friends. Technology is also a way to display their success, a reflection of their life style.
The objectives:
- Generate tailored content for a special targeted segment of Samsung’s audience, men with age between 25-44, a valuable part of the brand’s desired target, by addressing to one of their biggest passions: football;
- Generate qualitative engagement through comments from fans supporting both teams in a very positive way in order to demonstrate that technology brings people together;
- Awareness for SAMSUNG’s flagship products form TV, domestic appliances and mobile categories.
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