Key Takeaways

Here are clear takeaways from the Samsung campaign notes:

– Campaign objective
– Bring the Olympic/Paralympic Winter Games energy to Milan ahead of Milano Cortina 2026 using city-wide out-of-home (OOH) advertising.
– Integrate the global “Open always wins” message with local expression to make the Games feel closer to everyday life.

– Campaign concept and assets
– Theme: Open always wins — aligns with the idea that an open mind makes anything possible.
– Visual concept: “Victory Selfies” featuring Italian athletes, captured with the Galaxy Z Flip7.
– Ambassadors highlighted: Jacopo Luchini (Para Snowboard), Flora Tabanelli and Miro Tabanelli (Freestyle Skiing), Ian Matteoli (Snowboard).

– Locations and scope
– Locations listed: Duomo di Milano, Porta Venezia, Corso Como – Porta Garibaldi, Pirelli 39, Cadorna – Via Carducci – San Nicolao, Via San Paolo, Corso Venezia – Via Senato, San Babila, Largo La Foppa, Palazzo Odeon.
– Coverage: Nine key locations are emphasized; ten locations are listed in the notes (Duomo, etc.).
– Primary run window: February 1–February 28.
– Extensions for select sites: San Babila – Durini extended to March 15; Duomo di Milano extended to March 31.

– Relationship to Milano Cortina 2026
– Campaign ties Samsung’s “Open always wins” to the upcoming Winter Games, reinforcing the partnership and building excitement in the host city.

– Messaging and tone
– Localized expression of the campaign message to resonate with Milan residents and visitors.
– Focus on energy, resilience, and openness central to Olympic/Paralympic themes.

– Branding and partner alignment
– Samsung remains a Worldwide Olympic and Paralympic Partner.
– Campaign reinforces Samsung’s brand through local activation and athlete storytelling.

– Campaign format and reach
– Out-of-home takeover aims to transform streets, squares, and transit hubs into a living canvas.
– Objective is to move the Games excitement beyond venues into everyday city life.

– Potential success metrics (suggested)
– Impressions/reach by location and time window.
– Engagement indicators (photo/quote shares, social amplification of Victory Selfies).
– Location-level performance and extension impact (effect of extended run dates).
– Brand lift metrics related to awareness and favorability around the Open Always Wins message.

– Risks and considerations (notes)
– Need for approvals/coordination for extensions at San Babila and Duomo.
– Coordination with local authorities and venue stakeholders in multiple locations.
– Weather and urban environment factors affecting outdoor displays.

– Next steps (recommendations)
– Confirm final and exact list of active installation locations and any permit requirements.
– Finalize creative assets and assets delivery for all locations (including the Victory Selfies concept).
– Confirm extension approvals and scheduling for San Babila (to March 15) and Duomo (to March 31).
– Establish measurement plan for impressions, engagement, and brand impact; align with Samsung’s reporting cadence.
– Plan any accompanying PR or social content to maximize cross-channel impact.

Appendix: Location list for reference
– Duomo di Milano
– Porta Venezia
– Corso Como – Porta Garibaldi
– Pirelli 39
– Cadorna – Via Carducci – San Nicolao
– Via San Paolo
– Corso Venezia – Via Senato
– San Babila
– Largo La Foppa
– Palazzo Odeon

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Summary of Samsung’s “Open Always Wins” Campaign Comes to Life in Milan

Samsung Electronics Co., Ltd., a Worldwide Olympic and Paralympic Partner, is bringing the spirit of the Olympic and Paralympic Winter Games Milano Cortina 2026 into everyday life through city-wide out-of-home advertising in Milan.

 

 

As part of Samsung’s global “Open always wins” campaign[1] the takeover transforms streets, squares and transit hubs into a living canvas — placing the energy and anticipation of the upcoming Olympic and Paralympic Winter Games directly into the rhythm of city life.

 

Featuring Team Samsung Galaxy athlete ambassadors, the visuals celebrate the drive, resilience and openness at the heart of the Olympic and Paralympic Winter Games. The series highlights Italian athletes Jacopo Luchini (Para Snowboard), Flora Tabanelli and Miro Tabanelli (Freestyle Skiing), and Ian Matteoli (Snowboard), enjoying their precious moments on their Olympic journey with ‘Victory Selfies’ captured on the Galaxy Z Flip7.

 

 

Running across nine key locations including Duomo di Milano, Pirelli 39, San Babila and Corso Como, the out-of-home advertising brings the excitement of winter sports beyond competition venues and into the heart of the host city. The advertising campaign runs from February 1 to February 28, with select locations including San Babila – Durini until March 15 and Duomo di Milano until March 31.

 

As Milano Cortina 2026 approaches, Samsung continues to pair its “Open always wins” message with local expression — opening up moments that matter and bringing people closer to the excitement of the Games.

 

 

Locations for the out-of-home advertising:

• Duomo
• Porta Venezia
• Corso Como – Porta Garibaldi

• Pirelli 39
• Cadorna – Via Carducci – San Nicolao
• Via San Paolo
• Corso Venezia – Via Senato

• San Babila
• Largo La Foppa
• Palazzo Odeon

 

[1] First introduced at Paris 2024, the theme returns to the Olympic and Paralympic Winter Games as a reflection of Samsung’s belief that, with an open mind, anything is possible.

from Samsung Newsroom Australia https://ift.tt/9Q7a35P
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