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The perfect start
The idea started with one question: in which aspect of the BMX sport can we gain the biggest improvements? That turned out to be the start, where 70% of the races were won. That start consists of three elements: reaction speed, power, and the angle at which the bike is pulled up in the first few meters. But what the ideal combination of those three factors is (the perfect start), nobody knew.
Until we developed the Samsung FastFrame. Custom-made BMX bike frames, with built-in technology, that precisely measure the three elements of the perfect start.
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Media coverage
Samsung's sponsorship role saw a huge increase in exposure. With only a modest media budget in the Netherlands, the brand achieved staggering free publicity, reaching 12.9 million people. Remarkably, Samsung was voted top sponsor by the Dutch public, even above sponsorship giants such as Heineken and Toyota. Proof of Samsung's impactful presence in the sponsorship arena.
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Results
1st - Dutch Olympic gold BMX medal ever
60+ - National publications
70 million - Impressions
#1 - Best scoring campaign in The Netherlands
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Awards
- CANNES LIONS - BRAND STORYTELLING/PARTNERSHIPS WITH SPORTS TALENT: BRONZE
- CANNES LIONS - ENTERTAINMENT FOR SPORTS/INNOVATION IN BRANDED PRODUCTS FOR SPORT: SILVER
- SPONSORRINGEN - SPONSOR CASE: SPORT: BRONZE
- SAN ACCENTEN - DURABLES: YES
- ESPRIX - DURABLES: BRONZE
- ESPRIX - MEDIA: BRONZE
- ONE SHOW - IC_13: INNOVATION IN INTERACTIVE: MERIT
- ONE SHOW - PR_02: EVENTS & EXPERIENTIAL: MERIT
- ONE SHOW - PR_11: INNOVATION IN PR: MERIT
- ONE SHOW - CU_08: USE OF TECHNOLOGY: MERIT
- CLIO SPORT - BRANDED CONTENT, DIGITAL: SHORTLIST
- CLIO SPORT - DIGITAL, APPS: SILVER
- CLIO SPORT - INNOVATION, MEDIUM INNOVATION: BRONZE
- CLIO SPORT - PARTNERSHIPS & SPONSORSHIPS: BRONZE
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Interested in a sponsorship campaign like this?
Tim van der Sijde
Account Director
t.vdsijde@cheil.com