Build it and they’ll come. Samsung

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Build it and they’ll come. Samsung

When a company invests millions, you’d expect them to shout about it. We politely asked them not to…

 

Challenge

To develop a brand experience for Samsung that encouraged participation and created a shared Olympic moment at Beijing 2008.

 

Insight

As a true reflection of the Olympic spirit, we believed the attraction should display no external marketing messages at all.

 

Solution

Samsung wanted to leverage its Olympic sponsorship through an experience that engaged athletes and visitors at Beijing 2008. Our belief that this attraction should display no overt marketing messages, resulted in an eye-catching design that turned the Samsung brand inside out.

 

We created "Olympic Rendezvous @ Samsung", a unique, fun and memorable experience at the Olympic Green. It embodied Samsung’s social, inclusive and green values, as well as the Olympic spirit of global union.

 

The arresting two-storey design housed an athletes’ lounge and terrace, a showcase area and spectator plaza. The plaza, in particular, had massive revisit-value; showing live broadcasts of the Games by day, and live entertainment at night. With its eye-catching architecture and no external marketing messages, Olympic Rendezvous @ Samsung was a transformative statement of Samsung’s social values and environmental commitment.

 

Results

  • The OR@S Pavilion was one of the most successful attractions at the Beijing games  
  • It welcomed an unprecedented 1.5 million visitors, including 1000 athletes and their families every day.
  • Became the subject of a National Geographic documentary
  • And was awarded IVCA’s prestigious Global Achievement Award