Spikes Asia

brainBAND

LEO BURNETT SYDNEY, Sydney / SAMSUNG / 2016

Awards:

2 Bronze Spikes Asia
9 Shortlisted Spikes Asia
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Overview

Entries

Credits

Overview

Background

• Situation

Samsung’s mission is to connect people in new and meaningful ways, applying connective technology to a human purpose. As part of this ongoing commitment, Samsung set about tackling an urgent problem in Australian sport. The problem of concussion.

• Brief

Our challenge was to find a way to use the very latest Samsung connective technology to tackle a human problem. We identified the problem of concussion, which poses an urgent but invisible danger in contact sports across Australia and around the world.

• Objectives

To gain mass positive exposure by applying Samsung technology and expertise to solving an important real world problem.

Execution

• Implementation

We created the brainBAND, and showcased its development via a series of documentaries. A widespread PR campaign was undertaken in partnership with Neuroscientists and 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 of the project.

• Timeline

The brainBAND project began in July 2015 and the final product was launched in March 2016. Exposure for the project continues to grow, with ongoing international 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 and health professionals, escalating exposure in news and social media nationally and globally.

• Scale

brainBAND capturing the attention of sporting fans and news media around the world. Please see results for the scale.

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