To succeed, we needed a campaign that moved beyond badging, branding and slogans, to speak to something fundamental to the games, and something more human: the spirit of openness that matched both the brand’s ethos and the Olympic values.

Olympic sponsorship can feel distant — often polished, predictable, and disconnected from the real emotion of the Games. In a world that feels more polarised than ever, Paris 2024 aimed to be a beacon of hope. Hosted in the City of Love, it was set to be the most open, inclusive and sustainable games ever.

We recognised that this would define Paris 2024, and chose to focus on what this means for those who follow and care about the Games. The moments that matter most at the Olympics are the ones where people open up, emotionally, physically, culturally. Openness, not just excellence, is what really wins.

Openness is core to Samsung’s brand and focus on innovation. Behind anything new and astonishing is a different way to view an idea, a new path towards a solution. To champion open ecosystems and shared access to innovative technology.

The insight that shaped our campaign was simple: in a world that often closes people off, the most powerful thing a brand could do was celebrate openness.

The idea Open Always Wins captured this idea perfectly. It connects the spirit of the Games to the spirit of Samsung’s brand.

Handily, openness was key to the physical design of the new Galaxy Z Flip6 — a phone that literally opens. More than just a feature, this fold is a metaphor. It stood for emotional honesty, inclusivity, and a willingness to share.

This led to a new kind of Olympic activation, where we celebrated openness in all its forms across Paris 2024.

Open Always Wins was more than a campaign line. It was about celebrating athletes, fans, and stories that break down barriers — cultural, personal and technological.

For Samsung at Paris 2024, openness meant:

• Open stories – real-time, emotional, behind-the-scenes content from athletes and fans.
• Open access – giving everyone a front-row seat to the Olympic spirit through platforms they use daily.
• Open to new fans – to be the champion of emerging sports at Paris 2024— skateboarding, surfing and breaking.
• Open technology – devices that are intuitive, flexible, and built for sharing – like the Z Flip6.

The strategy was to spotlight the human side of the Olympics — the tears, triumphs, and unexpected moments. Samsung didn’t try to control the narrative. Instead, it created space for stories to unfold — from TikTok trends in the village to medal-winning selfies — and let fans join in. In a world of polished perfection, openness was our aim.

We brought athletes together. They were given the Galaxy Z Flip6 Olympic Edition to capture personal “Victory Selfies” on the podium. They crossed political divides to capture this moment together, making history and amplifying reach.

We brought new fans together. We created a tailored virtual reality experience that allows fans of skating, surfing and breaking to join in alongside the events, and “compete” against other fans using their bitmoji’s in a gamified version of these sports.

We brought fans and athletes together, launching The Openness Awards, recognising those who are brave enough to open up about their vulnerabilities, not just victories, on social media. We sent real glass medals to those who deserved them most.

We brought media partners together. TikTok worked with Eurosport to create a daily recap of the best moment from the Games, not just the winning moments. We focused on human stories, triumph over adversity and the most emotive moments from track and field.

Our activation spanned countries, cultures, sub-cultures, ages and languages. It started 100 days before Games time, folded in our Flip6 ‘unpacked’ launch event and then exploded across channels during the Games itself.

We focused the activation across seven key platforms: Warner Bros. Discovery, TikTok, Meta, YouTube, Snap, X and online video. The openness moments we spotlighted – and messaging – were tailored across seven European countries, creating cultural relevance without diluting the core idea.

With 100 days to go, we launched on Eurosport with 30″ TV spots, seeding our Open Always Wins message among core sports fans.

We then introduced “Open Lens,” a creative series spotlighting the unique stories and subcultures of skateboarding, surfing, and breaking on the Road to Paris. This highlighted openness, creativity, and self-expression, receiving acclaim across 6” & 30” TV spots and engagement on TikTok, Meta, Snap, and online video.

Just before the Games, we rolled out a roadblock on the IOC’s YouTube channel, leveraging viewership of iconic and upcoming Olympic moments.

During the games, we worked with TikTok creators in the Olympic Village to provide authentic, social-first content. Daily content ran on TikTok and Eurosport, created and published under the “Openness Medal” theme. It showed stories of triumph, compassion, and human connection across Games time. Fan Cams and live moments brought authenticity to the forefront.

Samsung’s content wasn’t just seen — it was felt. Viewers connected emotionally through candid, unscripted stories, reinforced by premium media placements and strategic partnerships.

The campaign delivered across all our key objectives: social impact, broadcast cut-through and sponsor stand-out.

Social Impact: Our TikTok activation drove statistically significant lifts in Ad Recall and Familiarity across all key markets — +3.3% in the UK, +2.7% in Germany, +3.4% in Italy, +3.1% in the Netherlands, and +7% in Belgium.

Broadcast Cut-Through: On Warner Bros. Discovery platforms (the official European broadcaster), Samsung ranked #1 in prompted brand awareness among Olympic sponsors. Those aware of the campaign showed an 11% increase in likeability and a 12% rise in product usage.

Among the most engaged viewers, 87% said the campaign improved their perception of Samsung and increased their interest in purchase. Viewers described the brand as “trustworthy,” “dynamic,” and “full of possibilities.”

Sponsor Stand-Out: Samsung achieved the highest brand affinity of all Olympic Tier 1 sponsors by the end of the Games, and the second highest ad recall overall. More than three quarters of global fans said they liked the brand.

Amongst all global sponsors, Samsung had the greatest consumer affinity for its products after the Games: brand affinity rose 4.2 percentage points from 57.6% to 61.8%. Samsung also had the second-highest ad recall across all Olympic sponsors.

In a crowded field, Open Always Wins didn’t just stand out. It connected, inspired and put Samsung at the heart of the stories that mattered at Paris 2024.

Open Always Wins global Samsung.com landing page

Samsung Openness Award, one of our key Open Always Wins initiatives

Haleon needed to redefine media as an investment for growth i.e. to convince internal stakeholders to shift media focus from cost to quality, and from efficiency to effectiveness.

Haleon partnered with their advisors MediaSense to initiate a cross-functional project – including Marketing, Procurement, Finance, and Consumer & Business Insight & Analytics – that required senior stakeholder support across each function and 48 markets.

The Media Impact Model developed by MediaSense for Haleon identified and defined four drivers of media effectiveness:

1. Context – metrics that reflect environment and relevance
2. Reach – metrics that maximise audience reach
3. Quality – metrics that reduce wastage and increase engagement
4. Values – metrics that reflect Haleon’s purpose-led values

Key business stakeholders helped select and define the metrics, with MediaSense testing new KPIs e.g. attention metrics; audience affinity; and contextual relevance of inventory.

The next stage was for MediaSense to develop a consistent method for measurement. Historical Haleon data was used to generate a ‘media impact score’ – a statistical method for attaching a single consistent score of 1-10 to all effectiveness drivers, based on the distribution data for each metric.

The final stage was for MediaSense to correlate digital and offline media impact scores with Haleon campaign and business outcomes such as brand health, RoI and sales. This informed the prioritisation and weightings of the media quality KPIs.

Haleon’s media agency Publicis was then targeted to improve the integrated media quality KPI score across 48 markets.

Haleon reported major strategic changes from the Media Impact Model, including:

(i) a dramatic cut in the long tail of programmatic sites “from 180,000+ to 5,000”; and

(ii) “moving TV spend from off-peak to premium high impact slots.”

The model was adeliberately built to enable evolution and to incorporate new media channels, now including social, programmatic, YouTube, e-commerce and retail media, as well as TV/BVOD.

Haleon quoted outstanding results:

• 25% uplift in media quality (across digital and TV) when piloted in 2023 and further double digit improvement on full go-live in 2024, as measured by the Media Impact Model
• Significant impact on advertising effectiveness for Haleon’s power brands: Voltaren Germany up 25%, Voltaren Australia up 41%, Sensodyne South Africa up 43%, Panadol Taiwan up 63%, Centrum Philippines up 89%
• 40% overall increase in effectiveness and RoI, as measured by Haleon’s independent marketing econometrics tool
• Seven consecutive quarters of sales growth across 2023 and 2024, including 12% of sales attributed to media as per Haleon’s marketing econometrics tool

This is true industry-changing innovation and partnership – MediaSense supporting Haleon in shifting media planning and buying from efficiency to effectiveness, by correlating media quality data with campaign outcomes to drive business growth.

Economist Impact’s The Sustainability Atlas, developed with Infosys Topaz, exemplifies a transformative approach to content-led marketing campaigns by combining rigorous editorial integrity with cutting-edge AI technology. In an environment flooded with fragmented data, our platform stands out by delivering credible, actionable insights drawn from over 1,700 indicators and 500+ expert pieces from The Sustainability Project. Unlike generic data tools, the Atlas uses generative AI to tailor content specifically to users’ industry, geography, and sustainability priorities, transforming complex datasets into strategic guidance.

What differentiates our approach is the focus on context-specific intelligence. Powered by Infosys Topaz, the conversational interface surfaces insights solely from verified Economist Impact content—eliminating the noise of unreliable sources. Our AI is not a content generator but a content distiller, enhancing editorial trust rather than diluting it.

The Atlas supports content marketing by making sustainability insights interactive and visually compelling through geo-comparison tools, enabling users to assess regional risks and opportunities in real time. This makes it a powerful storytelling platform for clients and publishers aiming to reach informed, impact-driven audiences.
Innovation lies in its audience-first design—catering to C-suite leaders, policy researchers, and ESG strategists alike. It empowers users across sectors to derive value quickly and with precision, whether they’re benchmarking emissions or identifying regulatory gaps.

Ultimately, The Sustainability Atlas shifts content-led marketing from passive consumption to active engagement, making sustainability not just a message but a meaningful business imperative—grounded in truth, driven by intelligence, and built for action.

The Sustainability Atlas campaign significantly boosted awareness and engagement, exceeding expectations with 19.4 million social impressions (196% of target) and 45,318 clicks, achieving a 0.23% CTR—nearly double the industry average. Meta led performance, driving 59% of visits, while LinkedIn attracted high-quality engagement from CXOs and sustainability leaders.

User behaviour showed strong interest: average visit duration was 2 minutes 31 seconds, 2.6 times above benchmark; 52% of users scrolled halfway down the page. The AI chatbot logged 730 unique searches with an 85% completion rate, proving its effectiveness in delivering specific, trusted insights quickly. Over 2,000 senior leaders engaged with the interactive globe to compare regional sustainability performance.

Clients praised the platform’s innovation and impact. Jonathan Birdwell, Global Head of Policy & Insights at Economist Impact, said, “Never before have we brought all that data and insight together in one place… The Sustainability Atlas provides accessible and actionable insights to policymakers and business leaders worldwide.” Ashiss Kumar Dash, Infosys EVP, added, “The Atlas equips businesses with the tools they need to drive measurable impact, reinforcing our commitment to sustainability and digital innovation.”

In our collaboration with Handelsblatt, a respected German financial publication, we created the first-ever AI-powered trend report. This innovative resource delivers continuously updated insights and autonomously adapts to user behavior, helping business leaders like CEOs and CMOs stay informed in real-time.

The challenge was to transform traditional static reports, typically offered in PDF format, into an intelligent, dynamic experience that could engage a global, executive audience. The solution integrates AI to personalize content, filtering it based on user preferences such as topic, timing, and language, while features like text-to-speech enhance accessibility. This approach ensures that content is not only relevant but also more efficient, allowing users to access the information they need in the most effective way possible.

By combining AI, UX, and content strategy, we’ve built a solution that’s adaptable, scalable, and future-ready and continues to grow with its users’ needs.

The AI-powered trend report has redefined how business leaders consume market insights. Designed for time-pressed executives like CEOs and CMOs, the platform’s intelligent features—such as behavior-driven customization, text-to-speech, and adaptive content filtering—have significantly improved engagement and usability.

“Reports have been a tool of our choice for more than a decade. Thanks to the cooperation with Infosys and the use of AI, we can quickly provide users with the information they are looking for,” – Dr Jan Kleibrink, Managing Director, Handelsblatt Research Institute.

Since its launch, Handelsblatt has reported increased time spent on platform and higher content interaction rates. By moving away from static reports to a dynamic experience, they’ve seen improved reader retention and repeat usage

Handelsblatt Case Film

Infosys, with its digital subsidiaries (Blue Acorn iCi, WongDoody & Kaleidoscope), blends creativity and tech for impactful omni-channel marketing globally. We deliver Product, Immersive, and Digital Marketing & Commerce solutions, integrating phygital and service experiences.

With Infosys Aster, the AI-amplified marketing suite, we deliver engaging brand experiences, enhance marketing efficiency, and accelerate effectiveness for business growth. The suite’s gen AI capabilities powered by Infosys Topaz drives personalized content, crafts transformative experiences and deliver deeper insights. We empower brands to navigate the digital age and unlock their “next”.

By bringing all our capabilities together in our Studio Model, we help clients realize potential and unlock real value through unlimited AI, Tech and creativity in an effective next-gen global delivery model: Product Experience Studio (CX, Service, Digital and Physical Product), Marketing Transformation Studio, and Employee Experience Studio.

In an educational first, the Money Machine represents the first time the basic actions of macroeconomic relationships and policy levers have been widely accessible by the public in an engaging, digestible format for use by students, educators, researchers and historians.

The campaign’s primary objective was to make the intricate world of economics more approachable and interactive, and the FT Money Machine has done just that. By leveraging the immersive capabilities of Apple Vision Pro, users can experience economics as a dynamic, hands-on process, rather than abstract theory. The project has effectively broken-down barriers to learning by offering a highly visual, interactive representation of economic systems, bridging the gap between theory and practice.

The FT Money Machine also achieved its goal of raising awareness of both Phillips’s original invention and the Financial Times’ commitment to cutting-edge educational content. It has positioned the FT at the forefront of innovation in digital education, enhancing its reputation as a leader in delivering accessible, high-quality learning experiences.

Download the free Apple Vision Pro app and experience the FT Money Machine.

Financial Times Money Machine Case Study

Dianomi supports content-led marketing by placing advertiser messages in contextually relevant, premium editorial environments. Our platform analyzes high-engagement content to deliver ads that feel like a natural part of the page – so audiences engage with them in a way that’s organic and unobtrusive.

What makes us different is our focus on context and engagement signals, not personal data. While others still rely on cookies and user IDs, we’ve built a privacy-first model that doesn’t compromise performance. It’s about reaching the right audience through relevance, not intrusive tracking.

With over 20 years of experience in the native advertising industry, we’ve developed Dianomi Audiences – a powerful, privacy-first targeting solution. These predefined audience segments connect brands with the right consumers without relying on third-party cookies or personal data. Our 30+ Preset Audiences span business, finance, tech, and lifestyle verticals. For advertisers with more specific goals, our Custom-Created Audiences offer tailored segmentation to maximize relevance and campaign effectiveness.

We also support publishers by helping them monetize their content. Our direct relationships with premium publishers provide advertisers access to trusted environments, while enabling publishers to generate sustainable, privacy-safe revenue streams.

As the industry continues shifting toward privacy-first solutions, we’re helping both advertisers and publishers navigate that change with confidence. By focusing on relevance, trust, and transparency, Dianomi is redefining how content-driven campaigns are delivered – making them more effective for brands, more respectful for users.

Dianomi’s contextual native ad platform is driving powerful results for publishers and advertisers – increasing engagement, revenue, and performance.

By placing native ads within trusted editorial environments, we consistently deliver higher click-through rates and longer engagement times than traditional formats. The Daily Hodl shared: “Dianomi has been an exceptional ad partner… providing engaging, informative, targeted, and relevant advertising content for our readers.”

The Globe and Mail added: “Dianomi has been a trusted partner… consistently delivering exceptional results through their native ad placements. Their commitment to quality and engagement is unmatched.”

On the advertiser side, Dianomi helped a leading multinational financial services company achieve measurable results. What began as a small test campaign evolved into a powerful case study, demonstrating Dianomi’s ability to deliver impactful results. One of the most significant outcomes was the direct attribution of new account openings to Dianomi’s native ads.

The client’s cautious start in 2020 turned into a bold investment – with average yearly spend increasing by 1182% by 2024, reflecting growing confidence in Dianomi’s platform.

By empowering publishers and advertisers alike, Dianomi turns relevance into results – through a privacy-first, high-performance platform that drives impact without compromising user experience.

Dianomi Media Kit