BRAINBAND

Short List
ClientSAMSUNG AUSTRALIA
ProductSAMSUNG BRAINBAND
EntrantLEO BURNETT SYDNEY, AUSTRALIA
Type of EntryTechnology
CategoryA07. Wearable Technology
TitleBRAINBAND
Product/ServiceSAMSUNG BRAINBAND
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

The Campaign

We created the brainBAND – a wearable headband that uses custom built mobile technology to measure the force of an impact and immediately relay this data to referees, coaches and medics via an app on connected devices: wearable tech, smartphone and tablet. As well as measuring the g-force of the impact, brainBAND features LED’s 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.

Creative Execution

• Implementation As we designed and created of the brainBAND we promoted it online via a series of documentaries showcasing its development. 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. • Timeline The brainBAND project began in July 2015 and was launched in March 2016. Exposure for the project continues to grow with ongoing global media coverage. • Placement A series of eight documentary episodes featured on Samsung’s social media channels and a widespread PR campaign was undertaken in partnership with Australian sports stars, gaining exposure in news and social media nationally and globally. • Scale brainBAND captured the attention of sporting fans and news media around the world. Please see results for scale.

• Reach and Engagement 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. • Sales The brainBAND is not yet on sale to the public. • Achievement against business targets 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. More than that, the overwhelming reaction to the campaign has convinced Samsung to fast-track this technology for public launch.

• Target Audience Because of the inherent excitement of contact sports, engaging with sports players would give us a give us a very broad reach - from professional sports people and their support staff, right through to school teams, parents, families, friends and even the most casual sports fans. • Relevance to Platform As a world leader in innovation and connective technology, Samsung’s ongoing mission is to find bold new ways to help people connect. The brainBAND is just that - an exciting new platform created to connect people and help solve an urgent real-world problem. • Approach We partnered with neuroscientists and industrial designers to create the brainBAND technology in the lab. Then we partnered with Australian sports icons to perfect the design and, importantly, legitimize and maximise discussion around what is traditionally a difficult subject in Australian contact sports.

Credits

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
Links
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