Mobile manufacturers market use technical terminology to differentiate from competitors. However, most of us don’t understand, or even care about, the difference between single and dual-core processors. It’s a foreign language to us.Our objective was to change the conversation, break through the marketing jargon and show Samsung’s superior technology in a simple language everyone could understand. We wanted to demonstrate, in an emotionally meaningful way, how Samsung allows us to connect and collaborate around our passions.There was no better thematic to do this than through the universal appeal of sports and teamwork. It’s everywhere, from biggest arenas to smallest dirt-covered fields. Our strategy was to embrace the idea of teamwork, showcasing how people are passionately using Samsung’s unique technology to unite and achieve shared goals.

Project Teamwork was born – a global platform in partnership with ESPN International, spanning 5 regions on 4 continents, celebrating collaboration in sports.

We profiled inspirational yet relatable stories of teams around the globe using Samsung technology to fuel ultimate collaboration – Jamaican Track & Field, FC Barcelona Handball, Moroccan Parkour, Dutch Olympic Beach Volleyball and Brazilian Street Football. We made our 12 episodes available with a dedicated digital hub, embedded into on-air ESPN programming and scaled across media and social networks to foster robust conversation around the brand’s effort.For deep engagement at the community level, we created Samsung 'Flash Kick' – an interactive event experience in the middle of London’s busy Victoria Train Station. We custom built a mini-football pitch inside the station, surprising Londoners with an impromptu showcase of teamwork with top street footballers in an unlikely place. Commuters got in on the action to learn from our pros and experience Samsung devices first-hand. We captured compelling content of the excitement for all, whether there or not, to experience.

By changing the conversation, we changed the game.

Project Teamwork was one of ESPN’s biggest global digital series, delivering 10m+ video views thus far. Flash Kick content alone has garnered over 7.5m views.People engaged said Samsung products were innovative and relevant to their lifestyle and passions. Nearly 40% of respondents preferred Samsung significantly more after watching. “It's only fitting that a great series like this is done with a great phone," said one viewer.Over 25% said they were more likely to purchase a Samsung product - twice Samsung’s norm.Of the estimated tens-of-thousands at Victoria Station, many boasted on Samsung’s social platforms: “I WAS THERE!!!” Those not there wished they could be: “Wishing I was there filming with my own Galaxy Note!” Many appreciated the fun, unexpected nature of the event’s video: “Puts a smile on my face. Good job Samsung!” Awesome results in any language.