PERFORMANCE ENHANCING MUSIC

Short List
TitlePERFORMANCE ENHANCING MUSIC
BrandSAMSUNG
Product / ServiceSAMSUNG
CategoryD01. Use of Original Composition
EntrantCHE 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

Credits

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
Tim McPherson CHEP Network Head of Art
Charlotte Bruton CHEP Network Head of Mixed Reality
Mary Anne Truong CHEP Network Operations Director
Tim Russell CHEP Network Head of Communications Planning Media
Ian Lew Resonance Sonic Branding Managing Director
Ramesh Sathiah Resonance Sonic Branding Music Director
Ralph Van Dijk Resonance Sonic Branding Audio Director
Dominic Burnham Resonance Sonic Branding Senior Brand Consultant
Michael Szumowski Big Sync Music Music Supervisor/ Country Manager
Michael Ritchie Revolver Managing Director/Co-Owner
Pip Smart Revolver Executive Producer/Partner
Jasmin Helliar Revolver Executive Producer
Cathy Rechichi Revolver Producer
Jordan Maddocks Revolver Director of Photography
Scott Stirling The Glue Society Post Production Supervisor
Andy Clarkson The Glue Society Grade
Viv Baker The Glue Society Online
Abby Sie SongZu Sound Design & Mixing
Jonathan Kneebone The Glue Society Director
Luke Crethar The Glue Society Editor
Natasha Brack Edelman Director & Group Head of Technology
Thom Landers Edelman Associate Director

Background

Samsung was signed on to be an official sponsor of the Australian Olympic team. We saw this as an opportunity to shift perceptions of Samsung, from being cold and techy to being true supporters of Australians. However, research told us that as a first time sponsor, we needed to leverage and activate this sponsorship beyond simply naming rights and ad placements in order to maximise the effectiveness. The objective was clear; How can we add value to Australians during the Olympics beyond our official sponsorship activity?

Describe the creative idea

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 artists were chosen to match their desired mind-state, event, and musical preference. To further enhancement performance, we tested and fine-tuned 13 audio-triggers including isochronic tones, personal mantras, cadence and more. We then brought the tracks to life with their favourite Australian artists and bands including ARIA winners Sheppard and Karnival as well as San Cisco and Alex The Astronaut. Athletes used their tracks to prepare and compete in Tokyo. As the world listened along on Spotify.

Describe the strategy

Samsung has a clear mission, to create human-driven innovations that defy barriers to progress. In the 2021 Olympics, there was a clear barrier... crowds, or the lack of them. Athletes everywhere say that the energy from the crowds can lift their performance. While we couldn’t put crowds in the stadium, we did, as part of our sponsorship deal, put phones in Athlete’s hands. We needed to use our phones, our ecosystem (headphones and smartwatch), and our innovative spirit to provide an unfair advantage that gave our Aussie athletes the best shot when they entered the Olympic Arena. And by doing so prove that Samsung is the leader in innovation that fuels human progress.

Describe the execution

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 across all social channels as well as OOH street posters which featured scannable Spotify codes that drove people to listen to the tracks and test them on themselves. SNAP AR was also leveraged to allow people to remix our tracks and create their own Performance Enhancing music.

Describe the outcome

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