Samsung SlideLiner transports rugby fans from the sofa to the side line in a campaign via Traffik

Samsung Electronics Australia, Traffik, MCN Sport, Starcom and Edelman have scrummed up to deliver an innovative experience for Australian Rugby fans with the launch of the multi-million dollar Samsung Slideliner activation and campaign.

Utilising its sponsorship of the Qantas Wallabies, the integrated campaign markets Samsung’s latest range of televisions and creates a unique in-stadium experience for passionate Rugby fans. The television commercial features Wallabies players Adam Ashley-Cooper, Nick Phipps, James Slipper, Tatafu Polota-Nau and ex-Wallaby Nathan Sharpe.

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The Samsung SlideLiner gives Australian Rugby fans a chance to win a money-can’t-buy seat between the grandstand and the pitch during the 2014 Castrol Edge Rugby Championship. The structure is a four person ‘couch’ that sits on an 80 metre track beside the pitch, moving along the field of play to follow the game in real time. The Samsung SlideLiner is equipped with Samsung technology so occupants can share images through social media channels and the structure can travel at a maximum speed of 20km per hour.

The Samsung SlideLiner was developed to bring a different experience to Rugby fans and to drive awareness of the 2014 Samsung Smart TV range, including its Curved Ultra High Definition (UHD) LED1 models. The Samsung SlideLiner is part of an Audio Visual marketing campaign called ‘It’s On’, which aims to showcase the entertainment experiences possible on Samsung’s Curved UHD LED televisions.

Says Arno Lenior, chief marketing officer, Samsung: “No matter what someone’s passionate about, whether it be sport, movies or reality TV, Samsung’s Curved UHD LED televisions deliver incredible picture quality to create an immersive viewing experience for them to watch their favourite content. With this in mind, Samsung created the SlideLiner as a different way for passionate Rugby fans to experience the game live from the side of the field.”

Samsung worked with activations agency, Traffik, broadcaster Fox Sports, media agency Starcom and Multi Channel Network (MCN) as well as Edelman PR to deliver the Samsung SlideLiner campaign to Australians. The MCN partnership will see coverage of the Samsung SlideLiner in Fox Sports rugby pre-game shows with live crosses to former Wallabies Captain and Samsung ambassador Nathan Sharpe, at the SlideLiner.

Says Martin Medcraf, MCN’s national sports sales director: “The Samsung SlideLiner is a fantastic example of the creativity that can stem from true collaboration between broadcaster, brand and agency working closely with our MCN team. The integrated campaign not only delivers an inspiring and memorable prize for competition entrants, it also creates some fun and unique TV content that will create a talking point for fans at the game or watching at home.” 

To support the national consumer promotion, Samsung has launched an integrated campaign that will run from July to October 2014 and will include: above the line advertising; experiential and ambient activations; a comprehensive social media and digital marketing campaign; public relations; and a trade promotion.

Samsung will also showcase an ambient version of the SlideLiner at free consumer events in Sydney. The installation will allow Rugby fans to appear in their own personalised video with participants sitting on the replica Samsung SlideLiner that will feature a green screen to play out parts of the television commercial featuring Wallabies players. The ambient Samsung SlideLiner will be on display on the following dates:

·        August 6, 2014, Samsung SlideLiner Activation, Customs House, Circular Quay Sydney

·        August 14, 2014, Bledisloe Festival, First Fleet Park, Sydney

·        August 16, 2014, The Castrol Edge Rugby Championship, Sydney game, Stadium Precinct, ANZ Stadium Homebush Bay

·        September 5, 2014, Samsung SlideLiner Activation, Murray Street Mall, Perth

Says John Nicholl, general manager commercial and marketing, ARU: “The Samsung SlideLiner is an incredibly innovative sponsorship leverage campaign that will generate excitement and drive Rugby fans to get involved in this terrific promotion. Samsung is at the forefront of driving unique customer experiences through their product range and now is bringing that innovative thinking to action with an incredible match experience for some lucky Wallaby fans.”

Creative lead: Traffik

PR: Edelman