Samsung Launches ‘Rethink Role Models’ With Australian Netball Champions

Samsung Launches ‘Rethink Role Models’ With Australian Netball Champions
SHARE
THIS



Samsung Electronics Australia has announced a partnership with netball in Australia supporting the Australian Netball Diamonds, the Queensland Firebirds and the New South Wales Swifts.

To celebrate the partnership, Samsung together with creative agency Iris Sydney have created ‘Rethink Role Models’, an integrated campaign that includes a content series as well as digital, experiential at a grassroots level and out of home executions.As the official sponsor and exclusive electronics partner of netball in Australia, Samsung will use its technology to connect audiences at a national, state and grassroots level via signage, naming and digital rights, community programs, branded content and an ambassador program.

Commenting on the announcement, Philip Newton, corporate vice president and chief marketing officer, Samsung, said:  “When we reviewed our sponsorship portfolio, we identified a number of opportunities with netball that were aligned to our business. There are more than 1.2 million participants in netball in Australia, presenting a community that Samsung can engage with as well as support to help grow the sport and champion its athletes.”

Samsung has launched ‘Rethink Role Models’ to hero some of the game’s most celebrated athletes in a bid to encourage Australians to consider who they hold up as role models. The campaign features Samsung’s five netball ambassadors: Laura Geitz, Sharni Layton, Kim Ravaillion, Caitlin Bassett and Paige Hadley. The inspiring mini-series of six short films will roll out as part of a creative platform over the next seven months across social, digital, out of home, experiential and television advertising.

Laura Geitz – Inner Strength

Sharni Layton – Prove Them Wrong

Kim Ravaillion – Worth the Sacrifice

Caitlin Bassett – Rise Above It

Paige Hadley – Never Give Up

Holly Adams, head of corporate brand, Samsung said, “As a brand, we strive to create genuine partnerships that deliver impactful campaigns that drive positive change within the community. Through ‘Rethink Role Models’ we have demonstrated this collaborative approach by working closely with our new ambassadors to define the narrative and as such connect authentically with the audience.

“The campaign is thought leadership in nature and speaks to Samsung’s commitment to being more than just a typical sponsor. The sport of netball and our ambassadors have proven to be exemplary advocates who will inspire the next generation of Australians,” Adams added.

The ‘Rethink Role Models’ mini-series highlights personal battles of injury, losing a family member, self-confidence and sacrifice. The series champions what the athletes stand for, as well as the broader qualities they represent.

Jon Kelly, creative director of iris Sydney said: “The challenge was to create a campaign that would establish a genuine emotional connection between the audience and the Samsung brand. Our mission was to inspire and drive positive discourse on the topic of role models and women in sport with Samsung at the heart. ‘Rethink Role Models’ does that and in speaking to a core issue for women, the campaign transcends the world of sport enabling us to bring Samsung to the forefront of these important discussions within the broader context of Australian society. We are incredibly proud of the project and look forward to seeing the impact it has.”

CREDITS

Client: Samsung Electronics Australia

Agency: iris Sydney

Production: Exit Films

Media: Starcom MediaVest

Public Relations: Edelman Public Relations

Sound: Nylon Studios

Please login with linkedin to comment

Quickflix

Latest News

Starts At 60 Makes Two Executive Appointments
  • Media

Starts At 60 Makes Two Executive Appointments

Mature-age media platform Starts at 60 has welcomed two new leaders to its executive team as it looks to scale up and broaden its commercialisation. Amena Reza (pictured above, right) moves into the role of chief operating officer. She was formerly the managing director of ML Design, and is a chartered accountant and a non-executive […]

HubSpot Creates ‘Marketing Hub Starter’ For Small Businesses
  • Marketing
  • Technology

HubSpot Creates ‘Marketing Hub Starter’ For Small Businesses

Marketing software player HubSpot has launched Marketing Hub Starter, a new software offering that aims to give growing teams the tools they need to start marketing right. This new tier of HubSpot’s platform is designed with small businesses in mind, consolidating the capabilities of existing disparate marketing tools into one platform and offering an affordable […]

Market Research Industry Cracks Down On Shonky Behaviour With New Digital Platform
  • Marketing

Market Research Industry Cracks Down On Shonky Behaviour With New Digital Platform

The Association of Market and Social Research Organisations (AMSRO) has launched a digital platform to highlight fake or illegitimate research activities to the public. ‘Phish of the Day’ enables AMSRO members, as well as the general public, to report any scams or non-genuine market and social research activities to the association. These might include telemarketing […]

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]