David Beckham today helped worldwide Olympic sponsor Samsung unveil its new logo to be used on all its London 2012 campaigns and advertising, including its sponsorship of the Torch Relay, for which it is a Presenting Partner.
There was a big buzz around East Wintergardens in London's Canary Wharf on Monday of the imminent arrival of David Beckham and entourage to help Samsung kick start its Olympics sponsorship campaign. Zara Phillips was also there as another ambassador for Samsung and she was among the speakers.
The new logo, known as the Samsung Olympic Visual Identity System (SOVIS) has been designed exclusively for Samsung by award winning London-based artist Kate Moross, who was one of the speakers. Samsung says the logo has been designed to signify an open invitation from the company to the general public in order to coincide with the marketing campaign's "Everyone's Olympic Games" strapline.
Samsung hopes to select from more nominees than ever before to carry the Olympic Flame as it travels the UK in 2012.
To kick-off the process, Beckham announced Gabriella Roseje, an 18-year-old from Bermondsey for her outstanding work with young people from disadvantaged backgrounds using her sporting talent, as Samsung's first nomination for a bearer of the Olympic Flame.
They will eventually select 1,360 people to carry the Torch on its 70-day 8,000 mile around Britain, starting in Land's End on May 18, 2012.
Samsung has been associated with the Olympic Games for almost 25 years - when they were involved in the 1988 Olympics in Seoul - and has been the Official Wireless Telecommunications Partner of the International Olympics since 1998.
Gyehyun Kwon, Samsung vice-president and head of worldwide sports marketing, says Samsung's "brand awareness was very low when the [Olympic] sponsorship first started - now our marketing has changed from brand awareness to brand preference".
He claims the Olympic marketing campaign is not about driving up sales, but is designed to strengthen the Samsung brand in the UK.
A quick change out of the well tailored suit and into a very expensive looking leather jacket accompanied by stressed out security men anxious to get him into a chopper and make his 4 pm flight back to LA.
Kate Moross probably earned a lot in designing their Olympics identity logo! The company has been performing and participating well in the biggest worldwide event! No wonder people are looking forward to seeing more of their strategies in the near future. Cheers to Gabriella Roseje, btw. She deserves the nomination.
Posted by: Monica Bremer | August 24, 2011 at 03:41 PM