Samsung Mobile: Project Teamwork

  • Samsung


For years, mobile manufacturers have marketed products using technical terminology to differentiate themselves from their competitors. However, most consumers don’t understand, or care about, the difference between single and dual-core processors. Samsung’s marketing challenge was to change the conversation, to rise above the jargon and to show its superior technology in a simple language everyone could understand.


Teamwork is a universal concept, whether in a city’s biggest arena or a village’s smallest dirt-covered field. The brand insight was to embrace this concept to showcase how people are using Samsung technology to achieve shared goals. ‘Project Teamwork’ was born - a global content platform in partnership with ESPN International, celebrating collaboration in sports.


The foundation was a digital video series, showcasing inspirational profiles of athletes around the world coming together and achieving strong teamwork fuelled by Samsung technology. It amplified this with a ‘Flash Kick’ event – an interactive showcase in London’s busy Victoria train station capturing additional engaging video to distribute globally. Samsung captured inspirational yet relatable stories of real teams around the globe using its technology to power their ultimate collaboration. It produced twelve unique 2-3 minute pieces with its brand and devices central to each of the athletes’ stories.

Understanding its target audience’s on-the-go lifestyle and desire for discovery, the campaign masterminds worked with ESPN to surround the ‘Project Teamwork’ video content with relevant online and mobile editorial that counted down the greatest teams of all time. This fuelled discussion using giveaways asking people to engage in the conversation to win the latest Samsung device.

To make the project even more tangible and literally bring people together, Samsung created an awe-inspiring flash event in London’s Victoria Station, building a mini-football pitch and hiring top footballers to surprise Londoners with an impromptu showcase of teamwork in an unlikely place. Multiple cameras were set up throughout the station to cover every angle of the event and commuters were able to get in on the action, enter the pitch, and put the skills they just learned to the test, all while checking out the latest Samsung product.


‘Project Teamwork’ stands as one of the biggest global digital series for ESPN, delivering more than 10 million video views thus far and many more through ESPN on-air segments.

The Flash Kick video alone has garnered more than 7.5 million views.

On Facebook, the video content garnered more than 50,000 ‘likes’ and fuelled conversation with more than 1,000 comments. Nearly 40% of respondents said they prefer Samsung significantly more after watching.

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Samsung Mobile
Brand Owner:
October 2011 - May 2012
Starcom Mediavest
Media Channel:

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