Samsung Romania Celebrates Women in Gaming Through 'Share Your Power' Campaign
Strategic communication consulting and data intelligence company Cheil | Centrade, the hub for Southeast Europe of the Korean network Cheil Worldwide, signs a new campaign that celebrates women in Gaming, 'Share Your Power'. In 2022, Cheil was the most awarded network globally for projects in Gaming, campaigns such as 'The Cost of Bullying', 'Quest for Dyslexia' or 'The Battle Inside' obtaining important trophies at Cannes, Clio Awards, The One Club, LIA or Spikes.
Launched at the end of March, a month dedicated to women, the 'Share Your Power' project is part of the #PlayOnWithSamsung communication platform, which brings together all the brand's actions in the gaming area, such as participation in gaming events, gaming content creators’ activations, as well as organising brand owned gaming competitions. The protagonists of the project are the girls from the brand's gaming squad, #GRLPWR, respectively: Ana Dumbravă, AlexaTV, Karinul, Adrii Von B, Antonia Nuckle and Reddysh. GRL Power was designed to inspire and encourage girls to follow their passion in gaming, despite prejudice, and is made up of gaming content creators, as well as girls from other fields (entertainment, esports), who are passionate about gaming. Samsung supports the girls by including them in local brand campaigns and participating in gaming events, thus wanting to inspire the female community and empower it to grow further.
'Share Your Power', the initiative supporting gender equality in gaming, was conceived as a two-stage project. The first stage involves a series of interviews with each of the six supergirls on the #GRLPWR team. The video series, titled 'Power Stories,' showcases their experiences and challenges while stepping into the world of gaming. The videos capture their journey, from overcoming obstacles and discrimination to the evolution of the gaming ecosystem, where girls can enjoy playing and competing without facing prejudice. The stories can be watched on YouTube under #ShareYourPower or on the campaign's dedicated page.
The second activation, part of the same campaign, is 'Challenge me on Twitch'. For three days, Reddysh, Antonia Nuckle, and Adrii Von B challenged their Twitch audience in live gaming sessions.
"Over time, I have observed with the Samsung female gamers team, GRL PWR, that the representation of women in gaming is still an area that requires attention in Romania. Thus, in March - Women's Month - we had the perfect opportunity to draw attention to this topic and encourage the next generation of girls and women passionate about video games to assert themselves and follow the real success examples of the GRL PWR team members. Samsung’s technology provides them with the necessary support to excel and make their voice heard. The contribution of girls to the gaming industry in Romania is considerable, which is why we dedicate the 'Share Your Power' campaign to them. We believe it is important to foster an inclusive environment and we try to contribute as much as possible to its development. Collaborating with Cheil | Centrade allowed us to amplify the voice and message of girls in gaming in Romania.”, remarks Simona Panait, head of marketing, Samsung Romania & Bulgaria.
"The #PlayOnWithSamsung platform developed by Samsung in partnership with Cheil | Centrade has become a landmark for gaming enthusiasts in Romania, offering an inclusive environment where all players are accepted regardless of gender or age. As a network with a strong digital DNA, Cheil is proud to be the communication partner of this platform and to develop campaigns such as 'Share Your Power', which support and promote women in the gaming industry in Romania. We are delighted that the #PlayOnWithSamsung project has been recognised over time through important awards won at festivals, such as Gold at Romanian PR Awards (2022), Best Gaming Comunicator (2021) and Best Communicating Campaign through Special Gaming Events (2022) at Romanian Video Gaming Awards, a Silver and a Bronze at Effies (2022), and also two trophies at local festival, Webstock (2022 confirming our commitment to bring value and creative innovation to the gaming industry.”, adds Petruța Ciuică, digital strategy head, Cheil | Centrade.
"'Share Your Power' is the second Samsung campaign launched in a month, created by women, for women, which makes me extremely proud. Digital marketing and gaming complement each other, and creatively this gives us infinite possibilities to build intricated projects that bring added value to brands and consumers, such as live streaming, influencer campaigns, social media campaigns, digital and creative strategies, audio-video materials, and much more. Additionally, Cheil network has invested heavily in the gaming industry, recognising its vast potential and its ability to create successful digital marketing campaigns.”, completes Denisa Armașu, group creative director, Cheil | Centrade.
