Samsung and CHEP Handed Power and Sponsorship to Skateboarders
More than 200 skaters created Samsung-branded films as part of a CHEP Network campaign offering $50,000 in sponsorship to the winner.
The campaign, 'Uncovered', was built on the recognition that due to phone lens advancements and AI camera tech, it's easier than ever for skaters to create, edit, and publish professional footage of themselves. ECD Paul Meates told LBB skate culture is built on footage, "from the VHS days of old to a constant stream of clips on social nowadays."
"Inadvertently, Samsung’s Z-Flip series feels built for skateboarding," he said.
"The foldable screen mirrors the handy cam shape skaters have long preferred for filming while following on a board. And AI features like Instant Slomo, Flex mode and Photo Assist all have real world applications in the world of skateboarding. It’s one of those things where a product isn’t built for an audience but has been adopted by one."
While brand sponsorship isn't new in the skateboarding space, brands have all the control, CHEP explained, with contracts stipulating skaters use their followings to promote the sponsor. As a result, "skateboarders have had to go it on their own, using tech in their own unique ways to capture and edit their tricks that they share on to big brands for the chance at sponsorship," Paul said. So the agency and client Samsung decided to hand control back to skaters.
"Skate and apparel brands have all the control, receiving thousands of enquiries with only one or two making the grade. We wanted to put the power back into skaters’ hands, in a way that allowed anyone to get sponsored," he added.
Australian skateboarding pros got the word out to grassroots skaters, who augmented their own clips and put themselves on the cover of Sam Skateboarding Magazine, alongside the Samsung brand. 239 skaters entered, with 2,248 people casting a vote to pick the Uncovered winners.
"We had a strong response from the grassroots skating community," Paul said.
"For a culture that is very anti-establishment, they really bit into our campaign, and the positive noise it received. We were really surprised by the skill level of the responders. We deliberately set no standard, because we wanted everyone, no matter their talent level, to have the opportunity at sponsorship, but there is so much talent out there that is being overlooked."
Tai Wepa from Melbourne won the major sponsorship, receiving a $25,000 cash prize, a suite of Samsung devices, and a feature in Slam skateboarding magazine. A further five skaters won $5,000 each, a couple of Samsung devices, and a double page spread in Slam.
"Tai went out of his way to post a new trick and sacrifice something epic that would have gone in his next video part. It's the perfect execution of a super hard trick on a street spot," said Slam editor and publisher Trent Fahey.
"Beyond the trick itself, Tai embodies the essence of this 'Uncovered' comp. This prize is to create opportunities for someone who hasn't necessarily had a lot of opportunities within skating - to use the money to work less and travel and push their skating further. Tai is fairly unknown, works a regular job, and is skating at a ridiculous level."
CHEP partnered with OOH businesses JCDecaux, oOh!, and Revolution 350 to advertise to audiences at entertainment precincts and near skate parks, using contextual and special build placements across street posters, transit, and university screens. The agency said it reached 11 million people over 18 across Sydney, Melbourne, and Brisbane.
On social, the campaign ran across Meta, Reddit, Snap, and TikTok to promote a bespoke filter, which garnered 62.5 million impressions. The engagement rate across music and entertainment platforms like YouTube, Vevo, and Spotify was 57.5% above benchmark.
"Samsung has a long history of supporting up and coming talent and celebrating innovative Aussies who live without limits," Paul said.
"They are constantly looking for new ways that they can show the tangible cultural value of the Samsung brand to Australia, matching their tech with the talent that lies out in the Australian landscape."
