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 hub, video 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 reviews by Marketing Magazine and Campaign Magazine.