Background 

Samsung hoped to establish a high-end image of concentration and wisdom and by sports marketing.

Yutang Diagnosis

Golf audiences are elite groups and the sport showcases positive elements such as concentration and confidence. Players compete with each other not only physically, but also mentally. The matches are high-end. These all met the ideal image of Samsung very well.

Strategy and implementation

We used all possible resources to link Samsung with golf, adopting TV, prints, webs, and offline activities to do promotions, enabling deep communication between Samsung and target consumer groups.

Result

Samsung established a high-end brand image, and raised its influence and reputation in China.