Samsung - "ShotControl" by Epica Awards 2024
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| Title | ShotControl |
| Brief | For over 25 years, Samsung has been a global partner of the Olympics. To strengthen its local brand position, Samsung aimed to transform this global sponsorship into one national pride by helping the Dutch Olympic 3x3 basketball team.As a sponsor of a team, you can hope for success. But as a partner and tech brand saying Do What You Can’t, why not help athletes to be successful?Instead of a traditional sponsorship campaign where brands just add their logo, Samsung developed ShotControl, an AI-powered sports analytics tool designed to help players maintain accuracy, Analysis revealed that 90% of games are lost in the last 90 seconds due to declining accuracy, and without a coach courtside, players had to rely solely on instinct for split-second decisions, lacking data-driven insights. By tracking players’ movements, shooting accuracy, fatigue levels, and game timing through a custom Galaxy app, the tool gave players data-driven insights to improve their performance.This innovative approach contributed to the Dutch 3x3 basketball team’s gold medal victory in the final moments of the game. The campaign generated over 70 million media impressions, increased Samsung's brand consideration (+16%) and boosted market share (in value) to 50.9%. |
| Agency | Cheil |
| Campaign | ShotControl, Samsung Galaxy/Samsung |
| Advertiser | Samsung |
| Brand | Samsung |
| Date of First Broadcast/Publication | Subscribers Only |
| Business Sector | Subscribers Only |
| Story | Subscribers Only |
| Media Type | Digital |
| Length | |
| Agency | C...l B....ux Subscribers Only |
| Creative Director - Art | D...el S...ma Subscribers Only |
| Creative Director - Copy | ..m .e W...d Subscribers Only |
| Senior Art Director | ..n ..n J..e Subscribers Only |
| Agency Head of Design | D...y B...er Subscribers Only |
| Agency Designers | R....an S...id . B....rd We.....ijk Subscribers Only |
| Agency Head of Production | B..t B....em Subscribers Only |
| Agency Editors | L...ne N...ye . D...y V....yn L...l Subscribers Only |
| Agency Project Manager | Al.....dra Va....io V...as Subscribers Only |
| Agency Managing Director | ..m ..n ..r S...e Subscribers Only |
| Agency Strategy Director | D...is Ha....rs Subscribers Only |
| Agency Senior Account Director | . J...th La.....ag Subscribers Only |
| Agency Account Director | . I...an Sc.....ng Subscribers Only |
| Director | B..t B....em Subscribers Only |
| Producer | M...o ..n Pr....en Subscribers Only |
| Director of Photography | K...n K...an Subscribers Only |
| Head of Production | B..t B....em Subscribers Only |
| VFX Editor | L...ne N...ye Subscribers Only |
| 3D Artist | O....ze Subscribers Only |
| Colorist | B..t B....em Subscribers Only |
| Music Production Company | ..P Am.....am Subscribers Only |
| Photographer | R..d B..n Subscribers Only |
| Technical Development Companies | V..., M...o Pi......ink &...; H...el ..n ..r H..., Subscribers Only |
| B...k .p La.....jk Subscribers Only | |
| 3x3 Partner Companies | N.., Ne......dse Ba.....all B..., Ni.....ein Subscribers Only |
| Client | S....ng Ne......nds Subscribers Only |
| Responsible at Samsung Netherlands | D....ue Roz......en, G...en ..n W..t M....r, Subscribers Only |
| L...a G...e, N...i T...é Subscribers Only | |
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- BRAND:
- Samsung Electronics Benelux
- AGENCY:
- Cheil