One of Samsung's distinctive brand personalities is its support for subcultural sports such as surfing, skateboarding and breakdancing. This is also seen as part of the brand's mission.
The more you are on the stage of a top sports competition, the more brand marketing should focus on a clear core concept, which is the soul of marketing. The experience of established brands in this area has become a valuable asset in the market. At the Paris Olympics, no matter what marketing resources you have, one rule to keep in mind is to get a clear message about your brand and center your marketing narrative around it. From this point of view, Samsung, the global Olympic partner, is a veritable model of academics. From the very beginning of its partnership with the IOC, Samsung has been committed to ensuring that the Olympic family, athletes, fans and consumers all have access to unique experiences and innovative technologies that give them the opportunity to have more connected experiences. Samsung, along with the Olympic Movement, demonstrates the shared values of achieving extraordinary achievements and inspiring others to "Do What You Can't." Samsung's official theme for the Paris Olympics and Paralympics is "Open Always Wins." This theme expresses Samsung's belief that with an open mind, every new experience becomes a meaningful achievement, opening up new perspectives and endless possibilities. It will be at the heart of Samsung's Paris Olympic programme and will be brought to life at various events before and during the Games, as well as through Team Samsung Galaxy's outstanding athlete ambassadors. Stephanie Choi, Executive Vice President and Head of Mobile Experience Business Marketing at Samsung Electronics, said, "Since the brand's inaugural Olympic Games in 1988, Samsung has been championing the Olympic spirit and enabling meaningful connections. "For the Paris Olympics, Samsung's latest innovations and technologies will support the Games and will help deliver on its promise of being the most open Olympic Games ever. The brand's 'Open Always Wins' message reflects the alignment of these values and will be used throughout Samsung's Paris Games. ”
This theme is highly aligned with the slogan of the Paris Olympic and Paralympic Games, "The Olympics are more open". Samsung's early commercial depicts how openness fosters innovation, connection, and the spirit of pushing the envelope, all of which are shared by the Olympic values. When it comes to the Olympics specifically, one of Samsung's distinctive brand personalities is its support for subcultural sports such as surfing, skateboarding and breakdancing. This is also seen as part of the brand's mission. Skateboarding and surfing were already official at the Tokyo Olympics, while breakdancing will make its debut in Paris. These movements, while distinctive, share common ground. An open mind to try new things, a determination to push the envelope, and an inclusive culture for all are at the heart of every sport. In the Samsung Galaxy team for the Paris Olympics, there are more than 10 athletes from these three sports, accounting for more than 40%, including France skateboarder Aurelien · Girau, United Kingdom skateboarder Sky Brown, France surfer Youhanna · Defe, United States break dancer Grace "Sunny" Choi, France break dancer Sarah Bee and others. Historically, Samsung's approach to marketing has been to advertise itself as the best, fastest, and most innovative of its kind. Now, however, the company's strategy has changed. Stephanie Choi bluntly said, "Until now, Samsung has focused more on being a brand that represents the latest and best innovations. But 'Open Always Wins' is a new brand platform for the Olympic Games, and it's not about celebrating being the best or the first, it's about having an open mind. "We believe that with an open mind, there will be more experiences, more diversity, and more connection. That's what the brand stands for. It's not about winning a gold medal, it's about getting you involved and meeting new people. "In the run-up to the Olympics and throughout the competition, Samsung runs a series of activities and experiences to engage athletes and fans. Samsung also hopes to help attract the younger generation by supporting these newer Olympic sports. Stephanie Choi added, "I know there have been comments that the Olympics are not for the new generation. But for many of the younger generation, these movements are just the day-to-day neighborhood movements they and their friends do. So, it can be a great motivation for those who look up to athletes at the Olympics. ”
Supporting up-and-coming sports and disadvantaged athletes is a major focus of Samsung's Paris Olympics marketing to personalize the brand's "openness" philosophy. However, this is not a temporary initiative for Samsung, as it has already signed agreements with the World Surfing Federation, the Street Skateboarding Federation and the Pro Breakdance Tour. The largest of these agreements is a Samsung-produced documentary that tells the history of these sports and their journey to the Olympics. The three films, "The Next Wave," "Concrete Dreams" and "Breaking Boundaries," are told from the perspective of athletes and sports personalities. Samsung wants to celebrate and celebrate these sports by understanding how they have come to where they are today. These sports stories are not yet known to the general public, and Samsung wants to be an amplifier for them. There is pressure to take a community sport to a bigger stage, and Samsung's motivation to support them is to preserve that community spirit, even on a big stage like the Olympics, where the unique atmosphere from the community remains an integral part of its culture. For an Olympic partner like Samsung, product strength is the foundation, but the long-term value of marketing investment must be maintained by keeping pace with the times and innovating in the brand concept. This is not the unique secret of a brand, because many companies realize that on a top stage such as the Olympic Games, there is no room for any naked promotion and advertising, and doing a good job in brand image communication and value precipitation is the top priority. Founded in 2007, Yutang Sports is a world-renowned sports marketing service provider. Core business: sports marketing consulting, sports sponsorship project selection, sports sponsorship rights activation, sponsorship value evaluation, etc. Cooperation: Porsche, Ferrari, BAIC, Kia Motors, Shenzhou Limousine, Autohome, Wuliangye, Hisense, Samsung, Cestbon, Magic, Baisui Mountain, Benbenwang, Kunlun Mountain, Shudayuan, Lehu, Sunshine Insurance, Zima Finance, Meizu Mobile, Youyin Communication, Xiwang Food, Muscle Tech, Meiji SAVAS, Dayi Tree Flooring, Ronghui Flooring, Renault, Jinba Menswear, Sennet, 100 Billion International, Jinrong China, OKX, Dozens of companies such as COFCO Lovol Castle have reached project cooperation through Yutang Sports.