SAMSUNG SMARTSUIT

Short List
ClientSAMSUNG ELECTRONICS BENELUX
Category B01. UX & Journey Design
TitleSAMSUNG SMARTSUIT
Product/ServiceSMARTPHONE
Entrant CHEIL WORLDWIDE Amsterdam, THE NETHERLANDS
Idea Creation CHEIL WORLDWIDE Amsterdam, THE NETHERLANDS
Media Placement STARCOM Amsterdam, THE NETHERLANDS
PR GLASNOST Amsterdam, THE NETHERLANDS
Production CHEIL WORLDWIDE Amsterdam, THE NETHERLANDS
Additional Company SAMSUNG ELECTRONICS BENELUX Amsterdam, THE NETHERLANDS
Credits
Name Company Position
Norman Groenewegen Cheil Amsterdam Creative
Pepijn Spanjerberg Cheil Amsterdam Creative
Thijs de Boer Cheil Amsterdam Executive Creative Director
Mariska Kloezen Cheil Amsterdam Managing Director
Janita Veenstra Cheil Amsterdam Account Director
Matthijs van Schie Cheil Amsterdam Project Manager
Mario Piepenbrink Mario Piepenbrink B.V. Technical Director
Pirke Bergsma Pirke Productions Agency Producer
Roen Roomberg Roen Roomberg Strategy
Bob van de Gronde Eyeforce Director
Egon Feiner Eyeforce Producer
Aemilia van Lent Eyeforce Producer
Noel Schoolderman Eyeforce Lighting cameraman/D.O.P.
Arthur Neumeier Eyeforce Second cameraman
Johannes de Jong Eyeforce Editor
Charlie Feld Eyeforce Grading
Milan Scholma Eyeforce Online editor
Terry Devine King Terry Devine King Music
Woodwork Woodwork Animation
Jos Wabeke Brandspanking Post Production
Tomas Kamphuis Freewheel Stories Editor
Gerben van Walt Meijer Samsung Electronics Benelux Head of Marketing IMD
Roos Bulder Samsung Electronics Benelux Manager Marketing Communication & Channel Marketing IMD
Femke Koenen Samsung Electronics Benelux Marketing Communication Specialist
Steffany Sprong - van der Hout Samsung Electronics Benelux Social Media Manager
Starcom Starcom Nederland Media Agency
Glasnost Glasnost PR Agency

Describe the creative idea

For an innovative tech brand saying ‘do what you can’t’, we didn’t choose to just put a logo on a suit. We invented a whole new suit. A suit that enables skaters and coach to do what they can’t: measure in real time the skater’s height above the ice. This height is one of the most important things in skating, because the closer you are to the ice, the faster you’ll go. Until now, this has been judged on gut feeling. We developed the Samsung SmartSuit, equipped with sensors to measure with millimetre accuracy. The suit is designed to send data to the coach’s device, allowing him to communicate adjustments immediately to the skaters. After the press release, the whole world wanted to know all about this secret weapon. The ‘digital doping’ Samsung developed for the Netherlands in the race against the Korean medal contenders in PyeongChang.

Describe the execution

First, we needed to know how to create value for the skaters, as this was the key to our success. In March 2017, we met the national team coach and human movement scientist for the first time. As it turned out, the most important thing in skating is the position of the skater. So, we had to find a solution to measuring the distance from the athlete’s hip to the ice surface. We used inertial measurements of the athlete’s lower limbs to create a skeletal model similar to those seen in motion capture. Yet there was one major difference: our system needed to provide real time metrics, even when the skaters hit 50 kilometres per hour. We developed a proprietary mathematical system and created our own protocol of packaging the measured data which, with a redundant exchange of data, resulted in no loss in data capture and delivery. Even during periods of heavy physical or environmental interference. The tech suit also needed to fit like a regular suit and the data needed to be comprehensible at a glance for the coach. So if the skater’s posture requires correction, the coach can immediately touch a button on the Galaxy S8 to send a signal to the skater to adjust his position. Eventually, we developed the Samsung SmartSuit equipped with 5 sensors that feed live body kinetic telemetry to the Galaxy S8 (data) and Galaxy Tab S3 (data/video/charts). Once the first prototype was developed in August, the Olympians tested and trained with the suit in secret for months. Results: in no time half a billion people knew about Samsung being a real contributing tech sponsor for the short trackers.