Samsung: Brainband [video]

Credits & Description:

Titile: Brainband
Agency: Leo Burnett Sydney
Brand: Samsung Australia
Country: Australia
Advertising Agency: Leo Burnett Sydney, Sydney
Entrant Company: Leo Burnett Sydney, Sydney
Media Agency: Starcom Mediavest Group, Sydney
Pr Agency: Edelman, Sydney
Production Company: The Pool Collective, Sydney
Production Company: The Pool Collective
Director: Christopher Ireland
Senior Account Director: Brendan Swansborough (Leo Burnett, Sydney)
Director: Chris Ireland (The Pool Collective)
Global Chief Creative Officer: Mark Tutssel (Leo Burnett, Worldwide)
Creative Director: Scott Huebscher (Leo Burnett, Sydney)
Editor: Willy Bernardoff (Leo Burnett, Sydney)
Head Of Digital: Brett Turnbull (Samsung Australia)
Art Director: Damian Galvin (Leo Burnett, Sydney)
Media Strategist: Debra Hole (Edelman Australia)
Executive Creative Director: Grant Mcaloon (Leo Burnett, Sydney)
Digital Planner: Nicola Yuille (Starcom Mediavest Group)
Senior Digital Manager: Scott Glitz (Starcom Mediavest Group)
Executive Producer: Laurent Marcus (Leo Burnett, Sydney)
Integrated Producer: Cassie Collin (Leo Burnett, Sydney)
Editor: Chris Baron (The Hive)
Copywriter: Curt Mcdonald (Leo Burnett, Sydney)
Audio Engineer: Shane Vancuylenberg (We Love Jam)
Head Of Client Service: Amanda Quested (Leo Burnett, Sydney)
Account Director: Kathryn Browne (Edelman Australia)
Producer: Petrea Lambert, Cameron Gray (The Pool Collective)
Vp Marketing: Philip Newton (Samsung Australia)
Head Of Corporate & Public Affairs: Shaneez Johnston (Samsung Australia)
Executive Creative Director: Vince Lagana (Leo Burnett, Sydney)
Brand Strategy Group: Byounghye Bonnie Nah (Samsung Australia)
Senior Copywriter: Dave Govier (Leo Burnett, Sydney)
Music Composer: Jared Underwood (We Love Jam)
Senior Account Director: Natalie Tay-Uceda (Leo Burnett, Sydney)
Planning Director: Emily Taylor (Leo Burnett, Sydney)
Senior Art Director: Nils Eberhardt (Leo Burnett, Sydney)
Website URL: http://www.samsung.com/au/laun...
Audience:
Primarily sports players, their medical staff and others concerned for players’ safety. Because of the inherent excitement of contact sports, engaging with sports players and would give us a very broad reach - from professionals, right through to school teams, parents, families, friends and even the most casual sports fans.
Execution:
• ImplementationWe created the brainBAND, and showcased its development via a series of documentaries. A widespread PR campaign was undertaken in partnership with Australian rugby star Izzy Folau, who promoted and distributed the finished product to selected rugby teams in Sydney. Other Australian sports stars like champion surfer Sally Fitzgibbons helped promote awareness of the project. • TimelineThe brainBAND project began in July 2015 and the final product was launched in March 2016. Exposure for the project continues to grow, with ongoing international media coverage.• Placement A series of documentary episodes featured on Samsung’s social media channels, and a widespread PR campaign was undertaken in partnership with Australian sports stars, escalating exposure in news and social media nationally and globally. • Scale brainBAND capturing the attention of sporting fans and news media around the world. Please see results for the scale.
Synopsis:
• SituationSamsung’s mission is to connect people in new and meaningful ways, applying connective technology to a human purpose. As part of this ongoing commitment, Samsung set about tackling an urgent problem in Australian sport. The problem of concussion. • Brief Our challenge was to find a way to use the very latest Samsung connective technology to tackle a human problem. We identified the problem of concussion, which poses an urgent but invisible danger in contact sports across Australia and around the world. • ObjectivesTo gain mass positive exposure by applying Samsung technology and expertise to solving an important real world problem.
Campaign Description:
We created the brainBAND – a wearable headband that uses mobile technology to measure the force of an impact and immediately relays this data to referees, coaches and medics on and off the pitch, via an app. As well as measuring the g-force of an impact, the brainBAND features LED warning lights to warn team-mates – yellow, orange and red, meaning a player should be taken off immediately. All data is logged so that, over time, players have a complete picture of the forces their brain has been put under. Developed alongside neuroscientists, engineers and international rugby star Izzy Folau, the brainBAND is a powerful new tool for shining a light on the dangers of concussion and reducing injury at every level of the game. As a world-first technology, the brainBAND is an important contribution to Samsung’s strategy to innovate and connect people in new and exciting ways.
Strategy:
Collaborating with neuroscientists and sports physicians we found that, despite concerns about concussion, the only way to collect information about its effects was after long term conditions developed. Immediate assessment of concussion consisted of outdated methods, ranging from simple finger tests to memory questions. And logging past hits was impossible. The Samsung brainBAND not only gathers impact related data, it also provides an innovative and immediate way of interpreting this data. Parents can also understand the severity of hits taken by their children. We partnered with neuroscientists and industrial designers to create the brainBAND. Then partnered with sports icons to perfect the design and maximise discussion around a difficult subject in Australian contact sports.
Outcome:
Human impactIn a market like Australia, in which toughness is celebrated and admitting injuries is not a hot topic, we managed to spark a conversation around this issue and observed a strong change in how differently people were talking about concussions in sport after our campaign.• Reach The brainBAND project gained attention both nationally and internationally.•PR reach of 119,387,165 people in 20 countries•Impressions: Over 7 million•Positive sentiment approaching 100%•Value of coverage: Over $10 million (as of March 31)•Combined content views 5.1 million.•Combined online reach of videos was 9.8 million.• Sales The brainBAND is not yet on sale to the public. • Achievement Since launching brainBAND, there has been interest from sports associations and icons including Rugby legend Mario Fenech, to trial the finished product and assist with continued promotion and development. The reaction to the campaign has convinced Samsung to fast-track the public launch.
Brief with projected outcomes:
There are regulations regarding the advertising of potentially harmful medical products in Australia, but less so in terms of products aimed at preventing harm through education and awareness. In this sense, the brainBAND is able to be freely discussed and advertised.