World Champion event communication at the IAAF in Berlin.

Project

IAAF World Championships of Athletics, Berlin

Client

Cheil Germany / Samsung Headquarters

Period

2009

Sector

Electronics

Category

event, promotion, scenography & architecture

Format

Offline campaign, press conference, opening, show, product presentation, exhibition,
installation in public space, incentives, hospitality, travel logistics, VIP service, shuttle

Services

Concept, strategic project management, communication design, experience-based architecture, branding, project management and organization, logistics and storage,
roll-out, personnel service, event and advertising production, artist management, event management & direction, location management, et al

Experience communication at the IAAF

Higher – faster – further. As the official partner of the International Association of Athletics Federations from 2009 to 2012, Samsung implemented an impressive campaign of event and cultural communication during the World Championships of Athletics in Berlin.

The challenge was to translate passion for sports into all levels of communication and to tie it in to the respective Samsung product categories. The mission was to infect all of Berlin with this passion. And that is exactly what was done.

“As a Berlin-based agency, we orchestrated events at all strategic points”

For two weeks, Samsung welcomed guests from all over the world, and treated them to a vibrant cultural program with new program highlights every day.

The absolute hotspots were customized entertainment zones such as the “Samsung Champions Lounge,” the culture stadium “Quadriga Salon” at the Brandenburg Gate, and the “Digital Gallery” located at the Olympic Stadium.

Tens of thousands of Berliners and visitors from around the world came for the experience, while the “Quadriga Salon” was the place to be for former and current top athletes, prominent politicians and celebrities, as well as representatives of the press and Samsung VIPs.
As a Berlin-based agency, we orchestrated events at all strategic points, supporting the roll-out with our entire spectrum of services, and ensuring that the event was a success both on stage and behind the scenes.