Delivering brand connectivity
To construct and design an ambassador program based upon Samsung’s desire to strengthen connectivity to a passionate and popular netball community.
IQ undertook a marketplace review for Samsung and profiled available properties and pricing. From the findings, Samsung identified women’s sport and netball as a potential partner platform and tasked IQ with how the brand could be best integrated into the netball ecosystem. The task involved IQ recommending the best way for the Samsung brand and business to be amplified, whilst delivering on business objectives and within the budget framework.
Central to the engagement was driving aspiration through a naming rights partnership with the Australian Diamonds and utilising the IP and reputation of 5 competing netball talent. Community extension partnering in NSW, QLD and VIC was a critical extension, delivering access to grassroots community assets and programs in those States. The 5 Samsung Ambassadors were integrated into the state based community activity. The Rights framework negotiated provided the platform for Samsung’s “Re-Think Your Role Model” campaign.