Today is the end of over a year’s worth of strategic and creative development, involving multiple research studies, audience interviews and business cases to validate and build a credible and long-term brand partnership for Samsung Electronics UK with Skateboard GB.
Today is also the start of the #DropInWithSamsung platform developed by the brilliant team at Iris, which signals Samsung’s commitment to British sport and youth through skateboarding in the run up to #Paris2024.
It’s built on three core principles…
1️⃣ Audience relevance – two thirds of #GenZ have consumed skateboarding content in the last month and searches for skateparks online have doubled in the last year.
2️⃣ Brand fit – Samsung’s ‘Tu-hon’ ethos, best described as a burning desperation to keep trying, especially when the odds are against you, is one shared by anyone who has had the guts to step on a board let alone tried to land a trick on one.
3️⃣ Product truth – skateboarding and film/photography have gone hand in hand since skateboarding started. And thanks to Flex Mode on the #GalaxyZFlip5 you no longer need to prop your phone up on the rails or in a shoe to capture your latest feat.
Recognising the shift from Paid and Owned media to Earned and Shared media, our first activity is built with and by an enviable team of #influencers and #creators that the target market already know and trust. Enter the likes of World Champion Sky Brown, Alex Decunha, Stefanie Nurding, Jordan Thackery, Rianne Evans, and Ashley Mercer, coupled with Mia Regan, Chloe Kelly and more.
Over the next few months, we’ll authentically explore the many different facets of skateboarding culture from #fashion to #art to #music to #gaming. And we’ll be challenging fans to participate and show their guts along the way.
As ever, there is an incredible team of people behind this on both sides of the client-agency partnership.
Iris: Rachael Born, Rachel Newman, Lucy Hancock, Annabel Baker, Annabel Foxler, Bradley Woodus, Grant Hunter, Michael Boszko, Filipa Maurício, Javier Eraso, Jessica Leonard, Filipe Alonso, Joe Stone, Lauren Tyson, Sam Kirby, Jonny Briggs, Chaz Callingham-Woods, Peter Wilson, Matt Rebeiro, Laura Standen, Francesco Fiori, Ellen Davies and many more...
Samsung Electronics UK: Annika Bizon, Deborah Hayes, Murray Gordon, Kimberley Courtney-Terry, Alex Conaway, Aisling Wallis, Lucy Coombs and many more...
Very excited for the rest of this awesome campaign to roll out soon... 👀
Owner at Privei
13hCan’t wait to see what they do next PFW, I’ll be there 👏👏