Samsung Electronics Australia: Challenging Australians to Rethink Role Models

Celia Garforth
iris Sydney

Samsung sponsors what?

In January 2016, Samsung ended their sponsorship of the Wallabies in favour of Netball.

Yep, 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