The Summer of Tennis: Capturing the Epic in the Everyday: Nine + Samsung

With the aim of driving mass awareness and creating momentum around the launch of its new Galaxy Phone, Samsung and Nine partnered to create a multi-channel, premium partnership that highlighted the true power of commercial content. Leveraging the fame and excitement of one of Australia’s greatest sporting events – the Australian Open (AO) – this campaign successfully demonstrated the strength of positioning an international brand with a local major event. To launch, Nine created a series of lifestyle-based pieces that heroed the capability of the Samsung Galaxy S21’s camera within the context of amateur photography. This native story hit target within a week, almost doubling its traffic target, while the advertorial also outperformed. Nine then went on to create a series of “wrap-up” pieces from the AO, as well as a print execution in the SMH’s lifestyle insert magazine, Sunday Life. All digital pieces overperformed in regards to traffic targets. However, the ultimate success of this campaign was due to the creative alignment between Nine and Samsung. All imagery used in this campaign was shot by members of the Nine team on the ground at the AO using the new Samsung Galaxy S21 phone. Ultimately, this campaign effectively worked to demonstrate how Samsung and Nine could together “Capture the epic in everyday” thanks to the Galaxy S21.

Details:

Publisher:

Nine

Advertiser:

Samsung

Topic:

Sports

Details:

Publisher:

Nine

Advertiser:

Samsung

Topic:

Sports
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