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Live the beats. Love the games.

Aug 25, 2014
Article - 25 Aug 2014

In a move to generate more interest in sport from the post-90's generation, Samsung, the longtime sponsor of the Olympic Games, combines music with sports in its new China campaign for its sponsorship of the Youth Olympic Games (YOG), which started on August 16 in Nanjing, China. FCB developed the theme line ‘Live the beats. Love the games.' for Samsung's overall YOG campaign, and also created the TVC, which conveys the message to its younger audience that music can be a trigger to do sports and stimulate an enhanced performance. The TVC features the Korean pop band EXO and highlights key features of the new Samsung S5.

"This campaign constitutes a whole new approach for Samsung. It's the first time Samsung is combining music with sports as a common language to connect the post-90's generation. By bringing in EXO, we were able to create a more light-hearted campaign that promotes sport as entertainment, in contrast to previous campaigns that centered around international sports icons," said Alvin Lim, Deputy Executive Creative Director at FCB in Shanghai, who is responsible for developing this campaign. "‘Live the beats. Love the games.' is the ideal platform for Samsung to appeal to a new, younger target group. On this platform it can run its digital campaigns and onsite programs, which include concerts and music related events."

The TVC and online video tells the story of how music inspires four young athletes to perform in their disciplines: swimming, mountain biking, basketball and skateboarding, which are all popular and trending youth sports in China. Each athlete chooses a different beat to push them to achieve. "The message we are sending is that mobile technology, such as Samsung phones, allows you to have a whole new sports experience; a fun experience that, at the same time, can push you to new heights," said Josephine Pan, Client Services Director with FCB. "The selected sports also convey messages around key features of the Samsung Galaxy S5: IP 67 water proof and its ultra power saving mode."