| Title | SAMSUNG FASTFRAME |
| Brand | SAMSUNG |
| Product/Service | SAMSUNG FASTFRAME |
| Category |
B01. UX & Journey Design |
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Entrant
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CHEIL BENELUX Amsterdam, THE NETHERLANDS
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Idea Creation
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CHEIL BENELUX Amsterdam, THE NETHERLANDS
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Media Placement
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STARCOM Amsterdam, THE NETHERLANDS
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PR
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HVDM Den Haag, THE NETHERLANDS
|
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Production
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MARIO PIEPENBRINK Alkmaar, THE NETHERLANDS
|
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Production 2
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PIRKE PRODUCTIONS Amsterdam, THE NETHERLANDS
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Additional Company
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DE GROT Amsterdam, THE NETHERLANDS
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Additional Company 2
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ONESIZE Amsterdam, THE NETHERLANDS
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Additional Company 3
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PARK STUDIO Amsterdam, THE NETHERLANDS
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Additional Company 4
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PETER HAMELINCK Monnickendam, THE NETHERLANDS
|
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Additional Company 5
|
JAY SUNSMITH Amsterdam, THE NETHERLANDS
|
Credits
| Thijs de Boer |
Cheil Benelux |
Executive Creative Director |
| Pepijn Spanjerberg |
Cheil Benelux |
Art Director |
| Norman Groenewegen |
Cheil Benelux |
Copywriter |
| Budi Gonzalez de Chaves |
Cheil Benelux |
Managing Director |
| Matthijs van Schie |
Cheil Benelux |
Account Management |
| Marie Vermeulen |
Cheil Benelux |
Project management |
| Mario Piepenbrink |
Independent |
Technical Director |
| Pirke Bergsma |
Pirke Productions |
RTV producer |
| Thijs de Boer |
Cheil Benelux |
Film Director |
| Bart Breugem |
Cheil Benelux |
Director of Photography |
| Bart Breugem |
Cheil Benelux |
Editor |
| Lamine Ndiaye |
Cheil Benelux |
Editor |
| Lamine Ndiaye |
Cheil Benelux |
Post Production |
| Peter Hamelinck |
Independent |
Photography |
| Wouter Veersema |
Park Studio |
Music & Sound |
| Twan van Steenhoven |
Independent |
Music & Sound |
| Jay Sunsmith |
Independent |
Logo design |
| Danny Bakker |
Cheil Benelux |
Design app |
| Bernard Westerdijk |
Cheil Benelux |
UX/UI design |
| Gerben van Walt Meijer |
Samsung Electronics Benelux |
Head of Marketing IMD |
| Laura Geuze |
Samsung Electronics Benelux |
Marketing Communication Manager |
| Femke Koenen |
Samsung Electronics Benelux |
Influencer Marketing Manager |
Describe the creative idea
As sponsor of BMX athletes you can hope for Olympic success. But as tech brand saying ‘do what you can’t’, why don’t you help them to be successful?
BMX is all about the perfect start, where 70% of the races are won. This start consists of three elements: reaction speed, power and the angle at which the bike is pulled up. The ideal combination of these 3 factors is the biggest mystery in BMX. Until Samsung FastFrame.
A customised BMX innovation with built-in technology and app that measures the factors in real time. The data, directly transferred to the coaches’ smartphones, unlocked this ideal combination of the perfect start.
This way we created true value for the athletes (a daily training tool), resulting in the first Dutch Olympic BMX gold medal ever. And an awareness explosion for Samsung being a real contributing sponsor. A bold statement, fitting Samsung's brand promise.
Describe the execution
3-10-2019 – Finding the big barrier in BMX, together with BMX coaches and athletes. BMX is all about the perfect start. But what makes the perfect start? A combination of reaction, power and bike lift. But the perfect combination of these factors is a mystery. From this insight the idea was born.
11-11-2019 — Start pre-production cycle. Get functional design for all elements, software, firmware and hardware to create a solution that will be invisible for the athlete and analysing the results in realtime. Testing all different types of technologies.
25-11-2019 — Developing design to talk to the different types sensors measuring the performance and angular data from the bike. Synchronising all these different data streams in to an atomic clock accurate single data stream.
14-02-2020 — First integration on the BMX bike with a specially 3D designed enclosure to house all the electronics. Allowing easy access and being out of the way to the athlete while performing. Without the added weight upsetting the intricate balance of the bike during a training session.
18-02-2020 — Initial technical integration test for timing systems and data capture on the BMX-track at Papendal.
May 2020 — Different tests each week. Quickly get feedback and rework including software and hardware tweaks and redesigns of the enclosure as BMX jumping impact is hard on equipment.
June 2020 – Olympics 2021 – Fully training with Samsung FastFrame.
July - September 2020 — Last updates to design of the geometry of cranks.
23-06-2021 – PR kick off. Samsung FastFrame presented to the entire Dutch media.
Beginning July 2021 – Campaign follow up with TVC, Online video, TikTok, DOOH, Retail, Metro AdTrack, Olympic sales promotions, digital/social backstory content and catch-up sets for after the finals.
30-07-2021 – Olympic Gold for Kimmann. Dutch first BMX gold ever.