Come match day, Chelsea fans are extremely passionate, and demonstrate their support in a big way – dressing up, carrying flags and chanting. But with all the corporate spectators, these fans felt singing was disappearing from the ground.So we decided to let them sing again - tapping into their passion while demonstrating that Samsung speaks the fans’ language. The promotion was named ‘Win When You’re Singing’ – the name neatly borrowing from the legendary English football chant. Fans were invited to sing their favourite Chelsea song to our Samsung crew before matches: with the best three winning prizes at half time.

From a small investment, we’ve achieved spectacular results. During every match the WWYS stall is packed for the full two hours before kickoff, with an average of 70 singers (and a constant crowd of spectators) before each match. Additionally:•100% of fans surveyed said they were extremely motivated by the prizes and felt it enriched their match day experience•95% said it demonstrates Samsung’s commitment to Chelsea and football.•64% said they ‘will probably sing next time.’•The website, used to amplify the activity away from the ground, attracts between 3,500 and 5,000 visits per week.