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Introducing ShotControl.
A sophisticated AI training tool that provided Dutch 3x3 basketball players with detailed information about their performance: a tool that enabled coaches and players to understand from what precise spot they have the greatest accuracy as fatigue sets in during a match. A journey that ended with Olympic gold.
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Development & Technology
After initial research identified the players' challenges, we developed technology to provide insights during training and crucial moments in a game. The most significant gains were found in the critical last three minutes of the game, when players start getting fatigued and shot accuracy plummets.
After building the system in the training facility. We created a bespoke app that the players and their coach could use on their Galaxy Fold phones. The app gives live insights into the accumulation of data ShotControl gathers. They can see their own accuracy over time, position, condition and technique, and compare it with the data of their peers. The development of ShotControl took two years and was created for Samsung by Cheil Benelux and technical partner Vonk, in close consultation with the 3x3 basketball players, the Dutch Basketball Federation.
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Aron Royé, Coach of team 3x3 NL
"It's great to see that the initial results from Samsung ShotControl provide insights we can immediately implement towards Paris. On the one hand, these insights validate what the players already know and feel. But there were also surprising results in the heatmaps that revealed interesting opportunities for players at certain stages in the game. We must remember that this is just the beginning. In the future, ShotControl will give us even more possibilities that I believe will strengthen our position in the international 3x3 landscape. A great addition to our hard daily work."
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Gerben van Walt Meijer, Marketing Manager Mobile eXperiences at Samsung
"Samsung has a long history with the Olympic Games. It's great to see that we can once again crown our partnership with a third technological development, which we have once again developed with Cheil Benelux. After the Smartsuit and FastFrame, both of which were very successful at the Games, we hope to prove with ShotControl that innovation can be groundbreaking and make things possible that previously seemed impossible; at the upcoming Games, but also in important tournaments afterward - such as the European Championship and the World Championship."
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Tim van der Sijde, Managing Director Cheil Benelux
"In developing ShotControl, we wanted to truly help 3x3 basketball and simultaneously showcase Samsung's innovative strength. The innovation had to be developed in such a way that it didn't hinder the players and was intuitive enough for them to use themselves. Technology that continues to provide insights in the long term. Not a one-off. It became a project we worked on for years, bringing together various expertise within our agency. At Cheil, we love to make technology as tangible as possible, and where is that more the case than at the highest level in the Olympic arena?!"
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Production & Design
Almost every asset of the campaign materials where produced, directed, edited and designed by our in-house creative studio. Also, leading up to the Olympics, our social and content teams created tons of social material warming the public up to the 3x3 culture.
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Results
1st - Dutch Olympic Gold 3x3 Basketball medal, ever.
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Want to build branded tech with us?
Tim van der Sijde
Managing Director
t.vdsijde@cheil.coma