Samsung shares the moment with Canadians

The electronics brand is calling up national pride with a new TV, print and OOH campaign starring popular hockey players and running through the Olympics.

Those who are lucky enough to attend the Olympics next week will likely want to share the experience with their friends and family. Samsung, official sponsor of Vancouver 2010, wants consumers to know it has the products to make this possible – that’s the message they’re leveraging in a new TV, OOH and print campaign called ‘Sharing the Moment.’

‘As long as you have your mobile with you, you can access live footage, highlights, check in on results, receive real-time results, email friends and family and just generally stay on top of the Games,’ says James Kawalecki, account director at Cheil Canada, the Mississauga-based agency that developed the creative. Toronto’s Starcom handled the media buy.

A TV spot running on conventional channels features vistas and landscapes from across Canada. It attempts to ‘hone in on the pride and excitement that all Canadians feel,’ during the games, Kawalecki says.

Hockey players Jarome Iginla and Hayley Wickenheiser are featured in the print executions appearing in the Globe and Mail, with the second phase of print hitting the market on Feb. 13. Billboards for the ‘Sharing the Moment’ campaign are running in the Vancouver area. Toronto-based Samsung is also an official sponsor of Hockey Canada.

‘All of this work was done strictly with a Canadian demo in mind and is very uniquely Canadian,’ says Kawalecki.

Another of Samsung’s Olympic-oriented activiations scored a blip in the viral landscape today with new videos added to the brand’s YouTube ‘Mobile Explorers’ channel, part of a campaign launched last fall. The vids, produced by US-based The Viral House, feature a snowboarder dunking basketballs while riding in a halfpipe.