Samsung has embarked on a multi-pronged strategy to build on its association with the Olympic Games. The consumer electronics company has been getting considerable mileage with the start of the Olympic torch relay, where the Samsung brand name is prominently displayed. Moreover, the company has signed on David Beckham, horse-riding gold medallist Zara Phillips and TV presenter Jamei Oliver as brand ambassadors.
Samsung’s global marketing strategy for the London Olympics 2012 sports the tag line ‘Everyone’s Olympic Games’. In keeping with this tagline and in order to attract potential customers, the company has designed a new logo – Samsung Olympic Visual Identity System (SOVIS) – which gives an open invitation to the general public.
Globally, Samsung’s association with the Olympic Games goes back to 1998, when it came on board as the worldwide partner for Wireless Communications Equipment for the Nagano Winter Olympic Games. In India, the company first associated with the Indian Olympic Association for the 1998 Bangkok Asian Games.
For its India activities, Samsung India has announced the Samsung Olympic Ratna programme, whereby it is providing scholarship support to six top performing Indian athletes who have qualified for the London 2012 Olympic Games. The Samsung Scholarship Programme is patterned on the lines of the Olympic Solidarity Fund and will support the training expenses of the players till the London 2012 Olympic Games.
Speaking on Samsung’s association with the Olympic Games, Rahul Saighal, CMO, Samsung India said, “Sporting culture has terrific potential. In India, no other company was supporting the various sports disciplines when Samsung stepped in to make a difference in Indian sports. As the teams that we supported started improving their performance, it also helped us improve our programmes.”
Samsung will also dole out monetary rewards for Indian sportspersons who bag medals at the London Olympics – Rs 20 lakh for gold medalists, Rs 15 lakh for silver medalists and Rs 10 lakh for bronze medalists.
In the digital sphere, Samsung has launched a digital campaign that invites bloggers to show their mettle. Top bloggers from 20 nations will be selected as part of the Samsung Global Blogger Programme, who will write posts and produce a daily show throughout the London Olympic Games using Samsung products.