Samsung School of Rugby


Samsung signed a 3 year partnership with the RFU and England Rugby Team. We received the brief to build brand love and drive consideration of the Samsung Galaxy phones through the sponsorship. However, Samsung doesn’t have much right to talk about rugby as they are a newcomer to the sport.

We decided not just to talk to the England rugby fans but to focus on a larger audience: the Big Eventers and involve them into the ‘Samsung School of Rugby’. Through the campaign we wanted to educate our audience in a fun way by creating entertaining content that cuts through, is social and invites to participate.

Cheil wrote the overall campaign strategy and produced all digital content including a campaign hubvideo content featuring England rugby legends Lawrence Dallaglio and Jason Robinson, YouTube influencer activations, ran all of social media and worked closely with Google, Vice and Starcom. We also worked together with BBH Sport who were responsible for the TVCs featuring Jack Whitehall.

The campaign received great review by Marketing Magazine and Campaign Magazine.

There is ‘smart’ and there are SmartThings

When we launched SmartThings in the UK and Europe we didn’t want it to be about the ‘things’ in Internet of Things, like any other brand in the category. Instead we positioned SmartThings as a brand for people who interact with these things. Our challenge was to demystify the tech and show people how SmartThings can make their lives better.

As part of our digital launch we shot four lovely online films to drive brand desire and create equity. Continue reading

When stuff sucks, #makeitright

We were briefed by Three to revolutionise the mobile industry. Three doesn’t charge you extra for using 4G or calling 0800 numbers, and allows you to use your phone abroad at no extra costs in 18 destinations worldwide.

The industry sucks so we launched a new brand platform and multi-channel campaign to raise awareness around Three’s pledge. We wanted to let everyone know that when things suck, we make it right!

Page Three is back


As part of Three’s Feel at Home campaign we brought back Page Three on April 1st. Instead of the usual suspect, we gave Barry, 53 from Huddersfield, the chance to show his off his moobs in The Sun. He was very happy to be with Three and use his phone in Spain this summer at no extra cost to share even more #holidayspam.

Prepare yourself for #holidayspam

My first project at W+K was to launch the second Feel at Home campaign for the mobile operator, Three. With Feel at Home customers could use their phones abroad at no extra cost in 16 destinations, with Spain (UK’s most popular holiday destination) joining in April. Since last year over 1 million customers have been spamming their friends from abroad. With even more destinations coming, there’s no stopping now. Prepare yourself.

We launched the fully integrated campaign with 2 x 60″ TVCs and then successfully followed up with cinema, radio, OOH, press, digital, CRM, social, in-store and experiential. Read more here.