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Samsung: 'School of Rugby'
Location
UK
Date
Aug 2015
Role
Media Planning & Strategy
Collaborators
BBH Sport (Creative), RFU
Samsung's 'School of Rugby' campaign was all about strategically maximising their partnership deal with the RFU to make the rules of Rugby more-easily understood ahead of England hosting the Rugby World Cup in 2015, through the lens of Samsung's best smartphone to date - the S6.
To showcase the device and some of the key attributes it shares with high performance in Rugby, we created a comedic mini-series of 'lessons' featuring Jack Whitehall and a host of England Rugby World Cup winners, as they put Jack through his paces on the Rugby field, to entertain and educate fans in the build-up to the tournament.
The campaign drove record engagement and brand love metrics in Samsung's pursuit of Apple, alongside a 20% sales uplift for the S6 - and was even hailed the most popular campaign of the RWC, despite Samsung not being an official sponsor. The success led to the blueprint of the campaign being repeated a year later for Samsung's 'School of Rio' Olympics campaign in 2016.
