Title | BRAINBAND |
Brand | SAMSUNG AUSTRALIA |
Product / Service | SAMSUNG BRAINBAND |
Category | A01. Innovative Technology |
Entrant | LEO BURNETT SYDNEY, AUSTRALIA |
Idea Creation | LEO BURNETT SYDNEY, AUSTRALIA |
Media | STARCOM MEDIAVEST GROUP Sydney, AUSTRALIA |
PR | EDELMAN Sydney, AUSTRALIA |
Production | LEO BURNETT SYDNEY, AUSTRALIA |
Production 2 | THE POOL COLLECTIVE Sydney, AUSTRALIA |
Production 3 | WE LOVE JAM Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Janifer Wong | Leo Burnett | Digital Designer |
Ben Greenfield | Leo Burnett | 3D Retoucher |
Mark Tutssel | Leo Burnett Worldwide | Global Chief Creative Officer |
Grant McAloon | Leo Burnett | Executive Creative Director |
Vince Lagana | Leo Burnett | Executive Creative Director |
Scott Huebscher | Leo Burnett | Creative Director |
Nils Eberhardt | Leo Burnett | Senior Art Director |
Dave Govier | Leo Burnett | Senior Copywriter |
Laurent Marcus | Leo Burnett | Executive Producer |
Cassie Collin | Leo Burnett | Integrated Producer |
Amanda Quested | Leo Burnett | Head of Client Service |
Emily Taylor | Leo Burnett | Planning Director |
Natalie Tay-Uceda | Leo Burnett | Senior Account Director |
Brendan Swansborough | Leo Burnett | Senior Account Director |
Willy Bernardoff | Leo Burnett | Editor |
Chris Ireland | The Pool Collective | Director |
Petrea Lambert | The Pool Collective | Producer |
Cameron Gray | The Pool Collective | Producer |
Chris Baron | The Hive | Editor |
Kathryn Browne | Edelman Australia | Account Director |
Debra Hole | Edelman Australia | Media Strategist |
Scott Glitz | Starcom MediaVest Group | Senior Digital Manager |
Nicola Yuille | Starcom MediaVest Group | Digital Planner |
Shane Vancuylenberg | We Love Jam | Audio Engineer |
Jared Underwood | We Love Jam | Music Composer |
Brett Turnbull | Samsung Australia | Head of Digital |
Philip Newton | Samsung Australia | VP Marketing |
Byounghye Bonnie Nah | Samsung Australia | Brand Strategy Group |
Shaneez Johnston | Samsung Australia | Head of Corporate & Public Affairs |
Damian Galvin | Leo Burnett | Art Director |
Curt McDonald | Leo Burnett | Copywriter |
• Insights Players are playing-on after hard hits when they should be off the pitch recovering. Often they’re playing with undiagnosed concussion. Our idea was to use mobile technology to measure the force of the impact on a player’s brain, in real-time. Transmitting this data via mobile devices would enable medical staff, coaches and team-mates to call for treatment on the basis of scientific data, where there was once only guesswork. • Intention / Purpose To protect from the dangers of concussion in contact sport by enabling players and staff to see with scientific accuracy when a player has taken a dangerous hit and requires rest and medical treatment. • Adaptation of an exiting platform or new innovation brainBAND is the first technology of its kind. There was no existing platform for measuring and relaying impact data on the playing field.
• How it works Sensors are housed in a rubber headband worn by the player. These sensors measure the force of every impact and relay this information to referees, medics and coaches on connected devices, in real-time. LED’s on the band provide warning lights for team-mates – yellow, orange and red. • Components High-grade wearable rubber band. Sensors using accelerometers, gyroscopes and associated circuitry. Bluetooth and WiFi connectivity. LED’s. Software apps for connected devices. • Platforms The headband connects with a full suite of mobile devices; wearable tech like Samsung Gear; Samsung smartphone; and Samsung tablet. • What stage is it at? brainBAND is currently at prototype stage. Plans are underway to manufacture the brainBAND for the global mass market targeted to sports players at all levels - from amateur to professional organisations.
• Long term outcomes Since launching brainBAND, there has been interest from sports associations and personalities to trial the finished product and assist with continued promotion and development. Moreover, the overwhelming reaction to the campaign has convinced Samsung to fast-track this technology for public launch. • Scalability The brainBAND is scalable to meet the needs of a global mass market. • Industry Relevance As a world-first technology, brainBAND is an important contribution to Samsung’s reputation as innovators and creators of technology with a human purpose. • Results / successes / developments to date The brainBAND project gained mass attention both nationally and internationally, generating the following key results: • 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.
Samsung applied its expertise in mobile to create an entirely new technology - one that looks set to change the future of contact sports by accurately measuring concussions on the field. brainBAND is the first time players can gauge the impact of a hit and connect with medics, staff and referees, in real-time. This technology could protect players at all levels – from professional to junior leagues. As the first technology of its kind, and a catalyst for future development in the area, brainBAND is a significant contribution to Samsung’s reputation as innovators, finding new ways to make human connections.