In 2015, PGt was approached by Samsung and asked to support the electronics giant in planning, organizing, and full execution of Iran’s Technician’s Olympiad, part of Samsung Electronics’ Corporate Citizenship (CC) (Corporate Social Responsibility) program. For the best outcome of the project, PGt managed to invite more than 100 stakeholders as the project’s partners, e.g. Iran Technical & Vocational Training Organization (ITVTO) and its related entities (ITC and TVTO), Samsung’s distributor in Iran (Sam Service), different Unions and Guilds, and many individuals. The Olympiad’s objective was to introduce Iran’s best technicians to the local society and to help nationally recognize their expertise and service to the nation. Three months of challenging work including planning, creative, organization, and execution in three separate phases, were culminated by a memorable closing ceremony, bringing Iran’s first ever Technician’s Olympiad to a beautiful close.
The success of the first Olympiad managed by PGt, convinced Samsung to consider this project as an annual event and eventually, Samsung partnered with PGt to hold three more yearly Olympiad, reaching total four consecutive national event.
At the beginning of the project each year, the campaign was announced and promoted nationwide through different channels of communications including but not limited to Digital Marketing, Public Affairs, Public Relations, ATL, and BTL. The competition was initiated with a qualifying level, creating a competition among more than 2,000 participants through a theoretical electronic exam. The credibility of questions was guaranteed by professional experts from well-known organizations and the potential risk of cheating was addressed by creating a question bank.
The top forty participants in four categories who successfully passed primary filters and achieved the highest ranks were invited back in presence for the final stage. The practical stage of the Olympiad was held in well-equipped workshops and provided facilities such as transportation, dormitory, and free meals, which helped keep the attendees relaxed and focused on their competitions. The top three participants of each category were selected based on a fair scoring system.
The closing ceremony recognized the efforts of the top forty technicians. The certificates, cups, and awards, coupled with an exciting closing ceremony, marked a great conclusion for a long but exciting journey of this initial Olympiad.
Samsung’s Technicians Olympiads which were named “Iran’s Technicians Olympiad” because of its national coverage, have been biggest projects PGt has ever managed throughout of years of its activities and was honored that Samsung decided to trust the company for 4 consecutive years to hold and manage the projects which is evidence of its success and positive outcome.
Philips latest concept for their male grooming shavers’ line was incredible. Led by the slogan, “Express Yourself Everyday”, the international campaign called on men around the world to recognise that those few minutes you take every day to make yourself presentable is how you choose to express yourself. PGt was approached to hold a 360° campaign to launch the concept here in Iran.
We relished the challenge and by using our local expertise, realised that each and every country has a generation intent on expressing themselves – and in Iran, extreme sports was one of the major ones. Using a combination of ATL (media buying), BTL (guerrilla marketing, in store POSM, posters, flyers, online, social media, and celebrity endorsement), and PR elements, PGt organised one of the first ever snow board jump competitions in Iran, in the Dizin Ski Resort.
The event, titled “One Hot Day in the Snow with Philips” was realised in 2-phases. Phase 1 included developing high quality creative & copy, and pre-event communication through high impact, tactical, marketing communications. High profile celebrity endorsements were negotiated and utilised, as well as cost efficient but extraordinarily effective guerrilla marketing tactics ensured that the message was heard.
Phase 2 incorporated the organisation and successful running of the event, ensuring key members of the Iranian media were treated like royalty in the exclusive VIP area, and ensuring smooth operational and logistical flow throughout the entire event.
The result? Over 6,000 attendees, positive brand emotional affiliation, huge brand and product awareness, over $620,000 AVE in PR value, and over 214 clippings in the most prestigious of Iran’s media.