Short List
Category A06. Innovative use of Technology
Media Placement STARCOM Amsterdam, THE NETHERLANDS
Additional Company DE GROT Amsterdam, THE NETHERLANDS
Additional Company 2 ONESIZE Amsterdam, THE NETHERLANDS
Additional Company 3 PARK STUDIO Amsterdam, THE NETHERLANDS
Additional Company 4 PETER HAMELINCK Monnickendam, THE NETHERLANDS
Additional Company 5 JAY SUNSMITH Amsterdam, THE NETHERLANDS
Name Company Position
Thijs de Boer Cheil Benelux Executive Creative Director
Pepijn Spanjerberg Cheil Benelux Art Director
Norman Groenewegen Cheil Benelux Copywriter
Budi Gonzalez de Chaves Cheil Benelux Managing Director
Matthijs van Schie Cheil Benelux Account Management
Marie Vermeulen Cheil Benelux Project management
Mario Piepenbrink Independent Technical Director
Pirke Bergsma Pirke Productions RTV producer
Thijs de Boer Cheil Benelux Film Director
Bart Breugem Cheil Benelux Director of Photography
Bart Breugem Cheil Benelux Editor
Lamine Ndiaye Cheil Benelux Editor
Lamine Ndiaye Cheil Benelux Post Production
Peter Hamelinck Independent Photography
Wouter Veersema Park Studio Music & Sound
Twan van Steenhoven Independent Music & Sound
Jay Sunsmith Independent Logo design
Danny Bakker Cheil Benelux Design app
Bernard Westerdijk Cheil Benelux UX/UI design
Gerben van Walt Meijer Samsung Electronics Benelux Head of Marketing IMD
Laura Geuze Samsung Electronics Benelux Marketing Communication Manager
Femke Koenen Samsung Electronics Benelux Influencer Marketing Manager


Samsung has been the Worldwide Olympic Partner of the Olympic Games since 1998. For the Summer Games in Tokyo, Samsung Electronics Benelux sponsored BMX riders Niek Kaman and Judy Baauw. The brief was to develop a strategy and creative idea for a sponsorship campaign around the Games that connects seamlessly with the Samsung brand mantra: ‘Do what you can’t’. Concrete objective is: Achieve a top-3 position as a named sponsor of the Olympic Games in the Netherlands.

Describe the creative idea

As sponsor of BMX athletes you can hope for Olympic success. But as tech brand saying ‘do what you can’t’, why don’t you help them to be successful? BMX is all about the perfect start, where 70% of the races are won. This start consists of three elements: reaction speed, power and the angle at which the bike is pulled up. The ideal combination of these 3 factors is the biggest mystery in BMX. Until Samsung FastFrame. A customised BMX innovation with built-in technology and app that measures the factors in real time. The data, directly transferred to the coaches’ smartphones, unlocked this ideal combination of the perfect start. This way we created true value for the athletes (a daily training tool), resulting in the first Dutch Olympic BMX gold medal ever. And an awareness explosion for Samsung being a real contributing sponsor. A bold statement, fitting Samsung's brand promise.

Describe the strategy

It is Samsung's global brand promise to make people's lives easier, more fun, more beautiful and better through technology. This promise comes to life in the mantra, the pay off: "Do what you can't". So, when Samsung wants to sponsor sportsmen and women, it is not enough to make a nice commercial about it, the brand is obliged to contribute something to prove its own promise. To do something. Not just telling something. Something that helps the athlete and the sport. The core of the strategy was: Practice what you preach. So, the strategy was aiming to find a meaningful solution/innovation that makes the brand promise concrete and tangible, in order to earn awareness. In this way we make the sponsorship relevant proving the brand promise 'Do What You Can't'.

Describe the execution

In what way could we be relevant for the BMX-team? In October 2019 we started with discovering the big barrier in BMX. We met the national team-coach and athletes. As it turned out, BMX is all about the perfect start. But what makes the perfect start? It’s a combination of reaction speed, power and bike lift. But the ultimate combination of this factors was a mystery. From this insight Samsung FastFrame was born. November 2019 – May 2020 From pre-production, testing first test-bike to improving various improved versions of the bike and technology. June 2020 – Start training with Samsung FastFrame. Till Games in summer 2021. June 23 2021 – PR kick off. Samsung FastFrame presented to the entire Dutch media. Beginning July 2021 – Campaign follow up with TVC, Online video, TikTok, DOOH, Retail, Metro AdTrack, Olympic sales promotions, digital/social backstory content and catch-up sets for after the finals.

List the results

After the press release, in no time the whole of The Netherlands knew about this magic bike. And about Samsung being a real contributing tech sponsor. The uniqueness of this sponsorship benefited the brand significantly; see below. Campaign reach: 70+ million impressions Sponsorship awareness: Named No 1 sponsor by Dutch public Brand barometer (Proud To Own-index): +16%! PR/Free publicity: 60+ national publications, 12.9 million OTS. TV: Containing Primetime News on National Television, big items at the biggest late night talk shows, Sports news items. Printed and digital press in dept articles. We literally proved ‘Do What You Can’t’. During the Olympics, Niek Kimmann won the first ever Dutch Olympic BMX gold.