November 19, 2024 – Korea-Samsung Electronics won four Clio Sports Awards for the effective integration of Artificial Intelligence into sports advertising and storytelling in their 2024 campaign.
“Open Always Wins” was a campaign that sought to include both global and local athletes across the boards of skateboarding, surfing, and breaking.
The award-winning campaign, meanwhile, saw the production of a three-part documentary series where collections of subcultures and athlete’s storytelling were enhanced with AI-generated data.
Samsung won Bronze in Branded Entertainment/Content (Film) for this series including honors and credits from World Surf League and Street League Skateboarding.
The films featured athletes such as surfing medalists Jack Robinson, and Johanne Defay together with street skating stars Rayssa Leal and Jagger Eaton.
Samsung UK and India teams also contributed to the achievement by winning Silver for Digital/Mobile in Experience/Activation for the Samsung Flip Park program and two Bronze medals for Neeraj’s ‘Cheers Neeraj’ campaign in India.
Artificial intelligence-based models were used in the creative execution to optimize engagement and the sourcing of the content.
“We are grateful for the international audience that has appreciated our effort which is based on inclusivity and openness”,
Said Stephanie Choi, EVP & Head of Marketing, Mobile eXperience Business at Samsung Electronics.
“AI helped us a lot in developing stories that target athletes and fans at the same time.”“AI helped us win the audience by helping develop stories posted at our campaign” and drive the campaign.”
Samsung delineates a goal of applying AI to improve the relevance of narratives and viewers’ engagement, hence raising the standards of the field of sports marketing.
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