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Australian Open coverage from every angle

Samsung utilised Nine’s Australian Open (AO) coverage to showcase the new Galaxy S21 and its features by aligning Samsung with epic moments in play and bringing the viewer closer to the action.

The challenge

Samsung launched its Galaxy 21 Series by embedding it into Australian culture, while creatively showcasing how it sets the bar in smartphone photographic capability.​

The execution

Nine’s TV coverage of the Australian Open provided the canvas for Samsung to creatively showcase its new product features. Features such the Samsung epic replays brought viewers closer to the action aligning the Samsung brand and the Galaxy S21 with memorable moments in play.

Additional product features such as superior clarity and the ability to capture stills from video footage were demonstrated on Nine’s Wide World of Sports Fly Cam, which captured footage of the AO precinct, city skyline and outer courts.

“Samsung's shift in consideration was directly attributable to the Australian Open property. We saw a marked increase in website visitations as well as e-commerce and people migrating over to explore and take a look at our products.”

Mike Deane
Chief Media Officer, CHE Proximity

The results

The partnership boosted multiple brand metrics with a 15 per cent increase in people who agreed Samsung Galaxy smart phones have the best quality camera, a 16 per cent increase in perception of expertise and a 13 per cent uptick in the sense of quality.

Source: Gemba Brand Effectiveness Study 2021

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