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Samsung is Making Sure Everybody Can Come First in the Tel Aviv Marathon

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Runners will take the lead in their very own, personalised category in campaign from Leo Burnett Israel
Samsung is Making Sure Everybody Can Come First in the Tel Aviv Marathon

Everyone knows that you don’t win a marathon; you run a marathon.

Samsung will be sponsoring the Tel Aviv Marathon - Israel’s biggest sports event of the year – for the seventh consecutive time. A year ago, the brand famously reworked its brand promise and now communicates under the 'Do What You Can’t' tagline. A promise that sets a completely new standard and is notoriously challenging to live up to – whether you are a brand or a person.

That’s why Samsung is doing the unbelievable and this year it will allow everyone to win first place at the Tel Aviv Marathon.

How? Samsung will use runners’ data to create a personal category for each individual runner, which they will be sure to win in. Specifically, Samsung will be asking every runner to complete a personal online questionnaire as part of his or her marathon registration process. The data collected at that point and the data collected after the race (personal time, pace, distance etc) will be fed into a system that will create every contestant's very own, exclusive ‘category of one’.

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Agency Credits: Leo Burnett Israel

Client: Samsung Israel

CEO: Ori Gal

CCO: Ami Alush

VP Client Services: Idit Zukerman

VP Strategy: Zemer Doron

Strategic Planner: Liz Stull

Creative Manager: Elad Gaizler

Creative Team: Achiya Darshan, Meital Miller, Oren Ben Naim, Tal Abugov

Account Supervisor: Orian Liber

Account Manager: Efrat Gelfand

Producer: Menny Zarhia

Studio Manager: Sagi Valenstain

Studio: Shaked Frenkel

Media: Publicis Media

Marcom: Eva Hasson

Director: Shushu E. Spanier

Productions Company: Udini Films

Categories: Phones, Consumer Electronics

Leo Burnett Israel, Thu, 06 Feb 2020 16:34:52 GMT