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.”
Client: Samsung Electronics Australia
Agency: iris Sydney
Production: Exit Films
Media: Starcom MediaVest
Public Relations: Edelman Public Relations
Sound: Nylon Studios