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On Brand with ALF & Rory Sutherland
Samsung's Benjamin Braun on the Olympic sponsorship and minimax marketing
Sep 11, 2024
Benjamin Braun, Chief Marketing Officer at Samsung Europe, shares insights from his extensive background in digital transformation and creative marketing. He reveals how gifting gold phones to Olympians enhanced Samsung's visibility, resulting in a 23% demand spike for the Flip 6. The discussion dives into innovative products like foldable phones and AI-enabled ovens, emphasizing user-centric design. Braun also explores the balance between premium and affordable tech while highlighting the future of AI in marketing strategies that prioritize minimal resource use for maximum impact.
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Quick takeaways
- Samsung's Olympic sponsorship effectively turned athletes into brand ambassadors, leading to a remarkable 23% increase in demand for Flip 6 phones.
- The company emphasizes user-centric design, enabling athletes with innovative technology that enhances performance while minimizing reliance on extensive coaching.
Deep dives
Innovative Olympic Sponsorship Strategy
Samsung creatively leveraged its Olympic sponsorship by giving 17,000 phones to Olympic and Paralympic athletes, turning them into brand ambassadors. This strategy allowed the tech giant to amplify their media presence during higher media costs, as the athletes showcased the phones through their social media channels. Additionally, the introduction of a limited-edition gold phone not only resonated with the athletes but also served as a commemorative piece, creating a sense of exclusivity and gratitude among participants who often lack financial resources. The result was a significant increase in brand visibility, culminating in a 23% surge in demand for their new flip-six phones.
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