Cultural marketing around passion points gives the subsidiary marketing team ample opportunity to proactively engage consumers and create links between Samsung and the most pertinent local pas sions. Whereas in England the subsidiary found considerable suc cess with football marketing (eventually leading to Samsung's sponsor ship of Chelsea football 2005-2014), the French subsidiary focused on cultural aspects like fashion, art, and gastronomy (cooking) Another example of this marketing initiative is the "Launching People" program, a 2013 global Samsung brand campaign that actively conveys the newly established brand Ideal that various op- portunities can be discovered and realized when new products and technology meet consumer potential. To help people around the world realize their potential, Samsung's culture of innovation is reaching beyond products to technology, and aims to make difference in people's lives by identifying and investing in inspiring individuals across a varied cross-section. The campaign invites people passionate about their dreams to submit their ideas for several categories such as sports, art, and entre- preneurship for an opportunity to turn them into reality. The campaign started in France in June 2013 with the goal of turning consumers' dreams and potentials into reality in 13 regions across Europe, Latin America, and the Middle East in 2013. lt was rolled out to other territories over 2014-5 The campaign has gained tremendous popularity in France, reach ing around 60 million people in 5 weeks and discovering 2,000 stories. It as made a significant impact on Samsung's brand, with an increase of 10 percent in brand attributes such as "friendly, "for me," and "differentiated" compared to before the campaign was released.