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Samsung FastFrame
Agency Cheil / Amsterdam + Mario Piepenbrink / Alkmaar + Pirke Productions / Amsterdam + Samsung Electronics Benelux / Schiphol
Category
Use of Technology
Annual ID
OS22_CU028M
About the Work
For the Summer Games in Tokyo, Samsung Netherlands sponsored BMX-riders Niek Kimmann and Judy Baauw. The brief was to claim sponsorship of the two Dutch Olympic athletes.
As sponsor of BMX-athletes, you can HOPE for Olympic success. But as an innovative tech brand saying ‘DoWhatYouCan’t’, why not HELP them to be successful?
In a year’s time, we developed a customised BMX-innovation with built-in technology and app that enabled riders and coach to ‘do what they can’t’: measure the 3 key factors of the start. The data gained was transmitted directly to the coaches’ devices, unlocking the ideal combination for the perfect start. Till then the start – where 70% of the races are won – was done purely on gut feeling.
More specifically, we created the full solution as a wireless combination consisting:
- a custom-made Android app running on the coaches' Samsung Galaxy S21 and Tab S7 to display the data from the connected bike in real-time,
- a Windows 10 server application that took care of data storage & analysis,
- the app running on the hub in the frame.
The hub communicated with all of the seamlessly integrated sensors measuring the performance and angular metrics of the bike.
It was extremely challenging to synchronise all of these different data streams into a single data stream with atomic clock accuracy, connected to the BMX start-hill timing system.
While training with FastFrame, the athletes discovered that their starts were significantly faster if they started with less power but put greater emphasis on the ideal angle at which they pulled up the bike. Totally contrary to what they expected.
Just before the Olympics, we brought it to the press. In no-time, the Netherlands knew about Samsung being a real contributing sponsor. Resulting in the first Dutch Olympic BMX gold medal ever. #DoWhatYouCant.
Using digital technologies Samsung FastFrame transformed the fundamental understanding of the BMX-start and pushes the sport forward using data. It has enabled the athletes to gain a 30 milliseconds advantage at the start. An eternity at BMX-racing.
The Olympic Committee would like to make the innovation available to all Dutch BMX athletes. On the road to Paris 2024.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Cheil / Amsterdam
Design Firm
Onesize / Amsterdam
PR / Marketing Agency
HvdM PR / Den Haag
Client / Brand
Samsung Electronics Benelux / Schiphol
Production Company
Pirke Productions / Amsterdam
Music / Sound Production Company
Park Studio / Amsterdam
Post Production Company
De Grot B.V. / Amsterdam
Media Distribution Company
Starcom Nederland / Amsterdam
Freelancer
Mario Piepenbrink / Alkmaar
Art Director
Pepijn Spanjerberg
Copywriter
Norman Groenewegen
Creative Director
Thijs de Boer
Director of Photography
Bart Breugem
Editor
Bart Breugem
Lamine Ndiaye
Executive Producer
Pirke Bergsma
Photographer
Peter Hamelinck
Managing Director
Budi Gonzalez de Chaves
Post Production
Lamine Ndiaye
Project Manager
Marie Vermeulen
Technical Director
Mario Piepenbrink
Account Manager
Matthijs van Schie
Design App
Danny Bakker
Film Director
Thijs de Boer
Head of Marketing IMD
Gerben van Walt Meijer
Influencer Marketing Manager
Femke Koenen
Logo Design
Jay Sunsmith
Marketing Communication Manager
Laura Geuze
Music & Sound
Wouter Veersema
Twan van Steenhoven
Sports marketing
House of Sports / Ouderkerk aan de Amstel
UX/UI Design
Bernard Westerdijk
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