Samsung Gives UK Pubs a Tech Upgrade with ‘Raise The Bar’

​Mischief recently developed a new campaign to support Samsung’s TV category during this year’s summer of football. The new campaign, ‘Raise the Bar’, celebrates local pubs and venues that bring local communities together.

The campaign invited people across the UK to nominate their favourite local pub or venue for the chance to win a Samsung tech upgrade and marketing support. Helping more communities experience the biggest sporting moments on the globally leading TV brand¹.

Fronted by England legend Joe Cole, ‘Raise the Bar’ shines a light on the role local venues play in supporting communities especially when events such as football tournaments can be crucial to boosting revenues. A high-quality TV within those venues are central to bringing people together to share and elevate the matchday experience for all.

The campaign has seen thousands of votes from people championing the venues at the heart of their communities, reinforcing the importance of great shared spaces as fans come together to support the tournament.

The campaign led by Mischief, spans earned media, talent partnerships, influencer activity, owned channel amplification and creative content, bringing together culture, community and Samsung’s TV innovation in a timely, UK-wide activation.

‘Raise the Bar’ ladders up to Samsung’s 'Watch it on a Samsung' European strategy, which celebrates how enhanced viewing experiences can make live entertainment feel more immersive, memorable and communal.

Zeena Hill, head of marketing, TV/AV, Samsung UK, said, “Our latest campaign, Raise the Bar, is dedicated to celebrating the pubs and venues that unite us all as a community. We are all familiar with the pressures that these venues are under and we wanted to help at a time that is crucial to them. Our TVs and audio will enable them to elevate the matchday experience, bringing every pass, tackle, and goal to life in vivid detail creating unforgettable moments that bring people together.

“Mischief demonstrated a brilliant understanding of our ambition for this campaign and delivered stand-out creative ideas. We’re excited to continue building on that momentum and collaborating with them to bring this campaign to life.”

​Charlotte Brooks, managing director, Mischief, said, “We’re incredibly proud to be building on the relationship with Samsung following the success of our previous campaign together. Their team continues to back bold, creative ideas that cut through culturally, and that makes them a fantastic partner for us. We’re excited to create something that truly celebrates the magic of watching sport together and why those moments are even better on a Samsung TV.”