SAMSUNG
rallying the nation to back their local and raise the bar for british pubs
Challenge
With a summer of football ahead, UK pubs had a major opportunity to drive trade, with some able to increase turnover by up to 50%.
But outdated telly tech meant many couldn’t turn that opportunity into footfall … and that communities wouldn’t have a place to gather and watch the game together.
Strategy
Turn better viewing into bigger crowds for Britain’s pubs.
Idea
We launched Raise the Bar, a nationwide search to upgrade Britain’s pubs.
Fronted by England legend, Joe Cole, we invited people to ‘nominate your local’, spotlighting pubs in need of a tech upgrade ahead of the tournament.
Thousands of nominations were submitted, with a final XI of pubs selected to receive Samsung TV and sound makeovers, including a grand winner transformed into the ultimate matchday venue.
The campaign rolled out across PR, influencer, social and owned channels, giving winning pubs national visibility — including a moment on glory on the Piccadilly Lights.
Impact
The campaign drove national conversation and meaningful local engagement:
87 pieces of coverage, reaching 157M+
99% positive sentiment
11,527 public votes and 20,870 site visits
13 pieces of influencer content and nationwide pub participation
Organic and PR activity outperformed paid media in driving traffic
11,527 public votes and 20,870 site visits
PR outperformed paid media in driving traffic
87
pieces of coverage
