Samsung and Optus partner on new music-led campaign via CHEP
Official Olympic partners Samsung and Optus have launched ‘Performance Enhancing Music’, personalised audio tracks scientifically designed to create the desired mental and physical response to help several athletes perform at their best during the games.
In Australia, the full tracks have been released via Spotify, while through SnapChat, stems of the tracks and can be personalised to create individual ‘Performance Enhancing Music’.
Following the ‘Performance Enhancing Music’ playlist, the campaign launches with a short documentary to be featured across film, digital, social, OOH and media integrations.
The scientifically developed music works by using isochronic tones that are integrated into the music with specific BPM and intense personalisation including personal mantras, moments from former successes and even enlisting the athlete’s favourite artists to be involved. The scientific research and testing of three select athletes was overseen by Professor Frank Millward PhD and Dr Damien Lafont PhD.
The tracks have been created for Olympians and Optus ambassadors Mack Horton, Poppy Starr Olsen, and Steph Catley, as well as rising stars Desleigh Owusu, Lexi McLean and Alana Withnall. Music producers in LA, Tokyo and Melbourne brought the tracks to life in collaboration with artists including Sheppard, Ian Kenny (Lead singer of Karnivool), Jordi Davieson (lead singer of) San Cisco and Triple J Unearthed Artist of the Year, Alex the Astronaut.
Each personalised audio track is with these athletes in Tokyo accompanied by Samsung Galaxy devices and Buds, forming part of their training regime and pre-performance preparation.
Eric Chou, director of product marketing from Samsung said: “While we can’t be in Tokyo to support our athletes, we used the power of Samsung Galaxy and Optus to connect artists, scientists and athletes in all parts of the world to create something truly unique. Music that is designed to get each athlete in their best mindset to compete.”
Mel Hopkins, chief marketing officer from Optus said: “This was a true collaboration, not only between brands, but between art and science to support our athletes.”
Richard Shaw and Jeremy Hogg, creative directors at CHEP said: “The Olympics is the biggest stage of all, so to think we’ve been able to positively enhance an athletes performance, even if it’s by 1% is incredible.”
Credits
Client: Samsung Australia
Brian Cha, President SEAU
Eric Chou, Director of Product Marketing
Hayley Walton, Head of Brand Marketing IM
Jason Ridge, Group Partner Marketing Manager IM
Danielle Hoppitt, Channel Marketing Manager IM
Alicia Malmur, Marketing Manager IM
Lilly Lloyd, Marketing Executive IM
Client: Optus
Benjamin Lawless-Jennings, Director of Sponsorship & Retail Marketing
Danielle Rapley, Associate Director, Sponsorship & Retail Marketing
Jen Coleman, Sponsorship & Marketing Consultant
Creative and Media: CHEP
Gavin McLeod, Chief Creative Officer
Justin Ruben, Executive Creative Director
Richard Shaw, Creative Director
Jeremy Hogg, Creative Director
Daniel Smith, Senior Art Director
Ernie Ciaschetti, Senior Copywriter
Tash Johnson, Head of Strategic Production
Sophia Tubby, Executive Producer
Jonny Berger, Managing Partner
Grace Vizor, Group Account Director
Peter Thomas, Account Director
Blade Griffiths, Account Director
Raisa Mushrafi, Senior Account Manager
Mike Deane, Chief Media Officer
Tim Russell, Head of Media Strategy
Alex Connell, Communications Planning Director
Elizabeth Lonsdale, Investment Director
Sophie Curtain, Addressable Director
Sue Lau, Senior Addressable Manager
Amanda Bodagh, Investment Trader
Andrea Quach, Ad Ops Manager
Tim McPherson, Head of Art
Joe Tran, Senior Digital Designer
Charlotte Bruton, Head of Mixed Reality
Mary Anne Truong, Operations Director
PR agency: Edelman
Natasha Brack, Director & Group Head of Technology
Thom Landers, Associate Director
Production company: Revolver
Director: The Glue Society
Managing Director/Co-Owner: Michael Ritchie
Executive Producer/Partner: Pip Smart
Executive Producer: Jasmin Helliar
Producer: Cathy Rechichi
Director of Photography: Jordan Maddocks
2nd Unit DOP: Mike Roberts
2nd Unit Remote DOP’s: Marko Zagar/Tanya Rivera
Production Designer: Arabella Lockhart
Wardrobe: Sandy Burcul
Make-up: Alli Boyle
Sound: Predrag Malesev
Casting: Citizen Jane Casting
Post Production: The Glue Society Studios
Editor: The Glue Society
Post Production Supervisor: Scott Stirling
Grade: Andy Clarkson
Online: Viv Baker
Audio agency: Resonance Sonic Branding
Ramesh Sathiah, Music Director
Ralph Van Dijk, Audio Director
Ian Lew, Managing Director
Dominic Burnham, Senior Brand Consultant
Ryan Dickinson, Senior Music Creative
Dr Frank Millward, Consulting Academic
Big Sync Music
Michael Szumowski, Music Supervisor / Country Manager
Song Zu Sydney
Abby Sie, Sound Design & Mixing
OptiBrain
Dr Debbie Crews
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topics
ad campaign
CD
CHE Proximity
CMO
director of product marketing
Eric Chou
isochronic tone
Jeremy Hogg
Mel Hopkins
Optus
Performance Enhancing Music
Richard Shaw
Samsung
