Samsung brings Canada to Sochi

The electronics company wants to bring some of Vancouver's "home field advantage" to the Sochi 2014 Olympic Winter Games by encouraging Canadians to send notes to the athletes.
Final Photo-Samsung Olympic Press Conf.

Samsung Electronics Canada hopes to bring some of the home field advantage Canadians felt at the 2010 Vancouver Olympic Winter Games to Sochi next year with the launch of its new #Bringithome campaign.

The campaign, with creative by Cheil and media from Starcom urges Canadians to send “Notes from Home” to athletes by posting them on

“This was an agency partner-generated idea,” Mark Childs, CMO, Samsung Canada, tells MiC. “We thought having come off the Vancouver Olympics, how can we harness the excitement and energy that came from that home-team advantage and help to propel that into an overseas market while the athletes are abroad? We wanted to harness that energy and bring that home-team advantage to them.”

Childs says while the media plan for the campaign is still in the works, it will have a heavy broadcast and digital component and will be integrated into the brand’s retail presence as well.

In addition to #Bringithome, Samsung is also launching a campaign to find two Canadians who will win a trip to Sochi and the opportunity to document their experience at the Olympics in the Samsung Mob!lers contest. From now until Nov. 12, consumers are encouraged to submit videos that are no longer than five minutes in length that shares how they would bring home a Sochi experience, expresses their Canadian pride and demonstrates their love of Samsung mobile devices.

Samsung is also sponsoring a team of Canadian athletes going to the Olympics with the Samsung Galaxy Team, made up of Steven Stamkos, Hayley Wickenheiser, Greg Westlake, Marie-Ève Drolet and Michael Gilday.

Photo (left to right): Michael Gilday, Steven Stamkos, Marie-Ève Drolet, Greg Westlake and Hayley Wickenheiser