Turning a torch relay into a media-friendly street carnival, ABT guaranteed that Samsung was recognised as a main sponsor of the 2004 Athens Games.

Client brief
Maximise Samsung brand exposure at prime 2004 Olympic Torch Relay sites in Sydney and Melbourne, securing event buzz and sizeable media coverage.

ABT brand experience
To engage the attending crowd and media, we chose, choreographed and clothed a team of more than 50 live Samsung street performers. Clowns, costume characters, dancers, face painters, jugglers, promotions staff and stilt walkers built buzz and event excitement along the relay route. Celebrity athlete Cathy Freeman (the national face of Samsung) posed for photos, signed autographs and captured strong media attention.

Results
Widespread national print and electronic media coverage of the strongly Samsung-branded torch relay was generated by us, creating memorable brand experiences and brand associations.