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?

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. 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.

Samsung has an extensive, always-on program of research and insights. But more importantly, we had a clear understanding of the brand's purpose. When presented with an opportunity to sponsor the most watched events of the year, the question was not what can we say, rather how can we activate our mission in a way that would generate PR for the brand?

Tokyo Olympics presented a clear barrier... no crowds. While a lack of atmosphere research into the impact of crowds unlocked an opportunity, 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.

Therefore, how could we use our phones, our ecosystem, and our innovative spirit to provide an unfair motivation advantage that gave our Aussie athletes the best shot when they entered the Olympic Arena.

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 supported by Video & Audio takeovers on the platform. The documentary film was launched on YouTube and supported by 15s & 30s spots across Twitter, Facebook, Instagram, SNAP and YouTube. In line with how music albums are dropped by artists, we launched OOH street posters during the Olympics period to infiltrate culture. We also connected with younger audiences through our SNAP AR lens, customer built AR tech that allowed our customers to create their own performance enhancing music. The campaign ran until the conclusion of the Paralympic games.

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