There's a well-worn formula for large event sponsorships; buy a high visibility placement and create a manifesto style ad that shouts to the world about how your brand is proudly supporting the Athletes. This is exactly what the 26 brands that were official partners of the Australian Olympic team did.

As the 27th sponsor, Samsung didn't follow the trend. Instead, we did the opposite and set out to hijack the event.

We didn't just talk about our mission, to create human-driven innovations that defy barriers to progress. We lived it by replacing the performance enhancing benefits of the crowd 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 artists were chosen to match their desired mind-state, event, and musical preference. To further enhance 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, but 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. 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 put phones in Athlete's hands as part of our sponsorship deal.

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