| Title | FEEL THE GAME PROJECT |
| Brand | ELISA |
| Product/Service | FEEL THE GAME PROJECT |
| Category |
A04. Data Visualisation |
|
Entrant
|
WÖRKS Helsinki, FINLAND
|
|
Idea Creation
|
ELISA Helsinki, FINLAND
|
|
Idea Creation 2
|
GREAT APES Helsinki, FINLAND
|
|
Production
|
COCOA MEDIAPRODUCTIONS Helsinki, FINLAND
|
|
Additional Company
|
NEMO Helsinki, FINLAND
|
Credits
| Mikko Airas |
Wörks Oy |
Creative Director |
| Emma Autio |
Wörks |
COO |
| Esa Peltonen |
Wörks |
Creative Strategist |
| Tiina Kuusisto |
Elisa |
Vice President of Marketing Consumer Business |
| Merja Vane Tempest |
Elisa Oyj |
Development Director |
| Tommi Taponen |
Elisa Oyj |
Senior Marketing Manager |
| Tomi Wirtanen |
Elisa Oyj |
Vice president, Customer Marketing Communications |
| Ilkka Vanala |
Elisa Oyj |
Business Manager, Elisa Viihde Sport Users |
| Valtteri.santala |
Great Apes Ltd |
Producer |
| Teemu Huttunen |
Great Apes Ltd |
Developer |
| Constantin Freche |
Great Apes Ltd |
Art Director, Motion Designer |
| Niko Sipilä |
Great Apes Ltd |
Designer |
| Sami Blick |
Great Apes Ltd |
Developer |
| Katri Saarikivi |
The Nemo Project |
Cognitive Scientist |
| Valtteri Wikst |
The Nemo Project |
Researcher |
| Tommi Makkonen |
The NEMO project |
Lab Engineer |
| Jari Lehtinen |
Jari Lehtinen |
Wizard of electronics |
The Campaign
An (almost) impossible feat of technology
We joined forces with Elisa's experimental marketing hub Elisa Kulma, the Finnish top division football team HIFK, and a team of cognitive neuroscientists. First, we created a wearable version of an ultra light EEG scanner, which was able to send data on the player’s brainwaves to a computer in real time from long distances. Using the latest studies in their field, the neuroscientists developed algorithms to translate the EEG signals into four different emotions or states of mind: Flow, Go, Stop and Effort. Nothing like this has been done before.
During the match thousands of people were able to watch the visualization on their phone or computer screen, seeing how the player’s state of mind changed from Flow to Stop or all the way to unwilling Effort. The reception was very positive: 93% of the users would like to repeat the experience.
To Elisa the test was an important pilot project, which can potentially be expanded to a number of other sports. How would it feel to watch a game of poker on TV if you knew the emotions of the players? Or to tune into the mind of a top coach during the Stanley Cup final? The Feel the Game project might have been a small step for neuroscience, but it was a giant leap for sports entertainment.
Feel the Game project
http://feelthegame.squarespace.com/
Turning emotion data into sports entertainment
Elisa, Finland’s largest telecom and digital service provider, wanted to offer sports fans something truly revolutionary. The result was the Feel the Game project, which enabled the audience to follow a football player’s emotions during an important match – measured with a brain scanner during the game, in real time, for the first time ever
Ventures like this would normally belong in a laboratory, but we decided to set the bar higher. We launched the project at the hottest game of the season, the local derby between Helsinki teams HIFK and HJK. The EEG scanner was taped on the back of HIFK defender Tommi Vesala. Testing the extremely sensitive hardware couldn’t interfere with Vesala getting ready for the crucially important match, so its durability and reliability were pushed to the limit.
The data was transmitted to our computers, which according to the algorithms created by the brain scientists was then translated and designed as emojis and video snippets and presented live on a HTLM5-site. The show was targeted for the football loving audience, who first could not believe their eyes.