| Title | PERFORMANCE ENHANCING MUSIC |
| Brand | SAMSUNG |
| Product / Service | SAMSUNG |
| Category | B03. Posters |
| Entrant | CHE PROXIMITY Sydney, AUSTRALIA |
| Idea Creation | CHE PROXIMITY Sydney, AUSTRALIA |
| Production | REVOLVER Sydney, AUSTRALIA |
| Production 2 | RESONANCE - SONIC BRANDING Sydney, AUSTRALIA |
| Production 3 | BIG SYNC MUSIC Sydney, AUSTRALIA |
| Post Production | THE GLUE SOCIETY STUDIOS Sydney, AUSTRALIA |
| Additional Company | THE GLUE SOCIETY Sydney, AUSTRALIA |
| Additional Company 2 | CITIZEN JANE CASTING Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Gavin McLeod | CHEP Network | Chief Creative Officer |
| Justin Ruben | CHEP Network | Executive Creative Director |
| Richard Shaw | CHEP Network | Creative Director |
| Jeremy Hogg | CHEP Network | Creative Director |
| Daniel Smith | CHEP Network | Senior Art Director |
| Ernie Ciaschett | CHEP Network | Senior Copywriter |
| Tash Johnson | CHEP Network | Head of Strategic Production |
| Sophia Tubby | CHEP Network | Executive Producer |
| Jonny Berger | CHEP Network | Managing Partner |
| Grace Vizor | CHEP Network | Group Account Director |
| Peter Thomas | CHEP Network | Account Director |
| Raisa Mushrafi | CHEP Network | Senior Account Manager |
| Mike Deane | CHEP Network | Chief Media Officer |
| Tim Russell | CHEP Network | Head of Communications Planning Media |
| Alex Connell | CHEP Network | Communications Planning Director |
| Elizabeth Lonsdale | CHEP Network | Investment Director |
| Sue Lau | CHEP Network | Senior Addressable Manager |
| Amanda Bodagh | CHEP Network | Investment Trader |
| Andrea Quach | CHEP Network | Ad Ops Manager |
| Tim McPherson | CHEP Network | Head of Art |
| Charlotte Bruton | CHEP Network | Head of Mixed Reality |
| Mary Anne Truong | CHEP Network | Operations Director |
| Natasha Brack | Edelman | Director & Group Head of Technology |
| Thom Landers | Edelman | Associate Director |
Samsung’s mission is to create human-driven innovation that defy barriers to progress, in the Tokyo Olympics the biggest barrier to progress was the lack of support available from crowds. As the official sponsors of the Australian Olympic team, Samsung wanted to replace the absence of crowd motivation at the Olympics with another form of support.
Working with Olympians, we gave them an edge over competitors by leveraging something already used by athletes across the globe. Music. We created personalized tracks, each scientifically proven to enhance performance. Every beat, lyric, instrument and artist was chosen to match their desired mind-state, event, and musical preference. To further enhance their performance, we tested and fine-tuned 13 audio-triggers including isochronic tones, personal mantras, cadence and more. Then brought the tracks to life with their favourite Australian artist. Athletes used their tracks to prepare and compete in Tokyo. As the world listened along on Spotify.
The campaign was launched during the Olympics through our key assets; the Performance Enhancing Music tracks and the documentary film. The music was launched on Spotify through a branded playlist. In line with how music albums are dropped by artists, we launched OOH street posters during the Olympics period to infiltrate culture. The design of the posters was inspired by brain scans of athletes during a series of performance enhancing music tests.
The campaign delivered wide reach: 83 million impressions Over 183 thousand minutes listened 22 million video views The campaign also delivered 182,879 site visits, with a valuable 73.3% share of the audience being Apple customers. The campaign delivered a big uplift in Ad Recall across channels: +12.23% improvement in Ad Recall vs. Control on YouTube +45.45% improvement in Ad Recall vs. Control on SNAP +135.71% improvement in Ad Recall vs. Control on Twitter