Samsung Activates Pyeongchang 2018 With Malaysia’s First Winter Olympian

February 9, 2018

Samsung’s latest 2-D animated short about Julian Yee, Malaysia’s first Winter Olympian, has been trying to stimulate interest in the 2018 Winter Olympics in the country.

As part of its ‘Do What You Can’t’ campaign, the South Korean consumer electronics giant has released Julian & His Magical Skates, retelling the 20-year-old figure skater’s path from sunny Malaysia to the Winter Olympics. The entire film’s illustrations were done on a Samsung Galaxy Note8, according to Ensemble, the creative agency behind it.

Despite Samsung playing a massive role to bring the Winter Olympics to its backyard, the brand has been rather low-profile about the sponsorship and doing the barest minimum with activations, due to its heavy involvement in former President Park Geun-hye’s corruption scandal.

Samsung has done well to raise 2018 PyeongChang awareness in Malaysia, garnering positive feedback and almost 630k views on the company’s YouTube channel. But their activation appears inconsistent across Southeast Asia: For example, if we look to Malaysia’s neighbour Singapore, Samsung could have created a synchronous campaign for speed skater Cheyenne Goh, who is also her country’s first ever Winter Olympian.

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