Samsung Launches School Of Rio
Samsung Electronics, worldwide Olympic partner in the wireless communications equipment category and official Team GB partner, has unveiled its School of Rio Olympic and Paralympic Games campaign in the UK.
The campaign, which premiered on Sunday night with a 90 second TV commercial during the finale of the Tour de France, is designed to enhance the nations of Olympic and Paralympic events, with comedian Jack Whitehall.
Following on from the BT Sport Industry Award shortlisted campaign, Samsung School of Rugby, Whitehall will again spend the summer being schooled by sporting heroes. Olympic and Paralympic Games athletes and Rio 2016 competitors including cyclist Sir Bradley Wiggins, rowing gold medalist Helen Glover and Paralympian champion swimmer Ellie Simmonds put Jack through his paces as they tutor him in the core elements of their sports.
Watch Whitehall attempt cycling with Sir Bradley Wiggins and Becky James here.
The multi-platform campaign is led by five films which will be used across media channels and supported through retail, digital and social activations. Additional content will include 360-degree virtual reality live interviews with athletes from Team GB’s base in Rio de Janeiro.
Russell Taylor, chief marketing officer, Samsung Electronics UK & Ireland, commented: “The Samsung School of Rio campaign will tap into the mood of the nation during the biggest sporting event in the world. We know how passionate British and Irish fans are during the Olympic and Paralympic Games and we want to bring fans closer to sport in an authentic, credible and imaginative way.
“A central brand belief for Samsung is that meaningful progress comes from daring to defy barriers and this is evident in the initiatives that are running across the globe to support Samsung’s official partnership with the Olympic and Paralympic Games – we are shining a light on athletes around the world who push the limits of what is possible. We are delighted to have some of the world’s best athletes helping Jack during the campaign.”
Commenting on the campaign, Jack Whitehall said: “The Olympic Games are the ultimate sporting event, bringing together the best athletes in the world and Sir Steve Redgrave to compete for medals. However, many fans don’t know the ins and outs of each event. I’d like to think that watching these films will equip the British public with the knowledge they need to enjoy the Games…and hopefully they won’t be too distracted by my athletic physique in a pair of swimming trunks.”
