Bringing to life the Samsung Electronics sponsorship of the Crufts Dog Show

The Challenge

Samsung Electronics have pioneered initiatives to promote the life enhancing benefits of dog ownership in Korea, covering everything from guide dogs for the blind to dog-assisted rescue.

Our challenge was to create and manage their sponsorship of Crufts – the world’s largest dog show.

The Liquid Way

We connected the life-enhancing benefits of dog ownership with those of Samsung’s product.

Pre-show advertising with the headline ‘imagine the power of heightened senses’ directed consumers to the Samsung stand to explore everything from mobile devices when going ‘walkies’ to HD entertainment systems at home.

As visual advocates we chose the show stars themselves – four different breeds of dog proudly modeling Samsung dog tags. We then created a stand which favoured activity rather than static displays – all engaging the senses of 143,000 visitors to the show.

Liquid Results

The show was a clear success maximizing the sponsorship investment with on-stand photo opportunities.