Samsung Electronics Australia: Challenging Australians to Rethink Role Models
Samsung sponsors what?
In January 2016, Samsung ended their sponsorship of the Wallabies in favour of Netball.
Perfect fit for a Korean tech brand, right?
Method in the madness
Let's follow the logic. At a brand level, Samsung has two key problems:
- Lack of emotional connection with the brand – it's perceived as a disparate collection of products, 'Asian' and sterile.1
- Under-indexing with females, particularly millennials – it's perceived as 'techy' and masculine.2
Globally, humanising the brand is a growing focus, and a new, reinvigorated brand purpose of 'defying barriers to progress' will drive this.3