The Olympic swimming trials, broadcast to millions were the perfect platform. We teamed with Samsung Brand Ambassador and gold medal favourite James Magnusson and showed him using the Tab features to film his strokes and get instantaneous feedback from coaches.

Innovatively, we turned the Galaxy Tab into a giant pool deck commentary tool where presenters and athletes navigated races and analysed replays and statistics – all using the touch screen. Branded underwater footage showed the contest, then competitors swiped the screen for key shots, paused and enlarged it; and changed screens to see if they had made the Olympic squad. Samsung also owned the underwater camera. We seamlessly integrated Samsung into the swim action and showed sporting heroes using the Tab in real time, in their real lives, all while viewers watched how it worked.

This was supported with sponsorship billboards, a TV ad and bus panels in capital cities.

Samsung sold out of Galaxy Tab 10.1s! The brand’s consumer rating as the most preferred brand almost doubled from 12% to 23%, while Apple’s declined by 10.9% (Samsung MPSA (most preferred brand, single answer) H1 2012). Our campaign harnessed Olympic excitement and created new Samsung brand advocates. The product demonstrations reached over 10 million viewers, just under half the Australian population. Overall tablet awareness jumped to 58%, up from 29%. Teaming Samsung technology with other world-class leaders reinforced Samsung’s brand position as the provider of state of the art electronics that inspire through innovation and design.