Client: Samsung, Honda Racing BSB
Agency: Scoota (previously Rockabox Media)
Campaign: Follow Honda Racing and Samsung Mobile’s title sponsorship battle to win the British Superbike Championship. Create brand awareness for Samsung within mainstream Superbike motorsport and niche audiences. Promote Samsung’s ecosystem of products.
The collaboration lasted two years culminating in the title win in 2013
The strategy was to get the audience exclusive and unprecedented access behind-the-scenes to the team, the pitlane, the garages and to the Superbikes as never seen before. Show the race fans what the television cameras couldn’t.
We created a series of intimate video and photographic blog-style content, not only with the star riders but also the support team without whom the racing could never happen. We took the audience on a journey for two years as the team battled and won the BSB championship win with Alex Lowes.
Distribution Platform. Samsung Mobile and Honda Racing’s own Youtube channels, dedicated team community on Facebook, Twitter and a Vine channel.
- Created the youngest ever BSB champion
- The content engagement rate organically ranged from 4.2% to 19%
- Within the first six months, the fan base for the team reached 60,000 – a greater number than the BSB Championship itself at 30,000 and 15,000 above the nearest competitor
- In the second year, cross promotions through the team’s Facebook fanbase contributed to helping Samsung UK reach its first EVER million followers on Facebook
See testimonial from Mark Taffelr, Senior Marketing Manager at Samsung UK.
2013 For the full end of season campaign report click here: Samsung Honda Report