Title | BRAINBAND |
Brand | SAMSUNG AUSTRALIA |
Product / Service | SAMSUNG BRAINBAND |
Category | C06. Use of New 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, Sydney | Digital Designer |
Ben Greenfield | Leo Burnett, Sydney | 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 |
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.
• Implementation We created the brainBAND, and showcased its development via a series of online documentaries. A widespread PR campaign was undertaken in partnership with Australian rugby star Izzy Folau and other rugby players, 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 July 2016. Exposure for the project continues to grow, with ongoing global 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 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 Australian 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.
Samsung set out to tackle the growing problem of concussion in contact sports as part of its mission to apply technology to human problems in revolutionary ways. The result was brainBAND. A breakthrough technology that measures concussive forces to help make contact sports safer, both now and into the future. Via social channels, people could observe the 8 month development of the brainBAND and be part of the discussion about the dangers of concussion. They were even given the chance to become part of the project itself and feature as affected families and players in the created series.
• 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. • 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.