Home Smart 100 2011 Rock Anthem (SMART 100)

Rock Anthem (SMART 100)


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The following SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity. More about the SMART 100.

Rock Anthem

This innovation initially came to life when…

I saw an opportunity to meld my passions of music and business. I knew that music created a connection between people, and could therefore be a foundation for an innovation in team building that would bring the energy back into companies and teams. Our approach is to understand the culture and drivers of a business and its people and then work out how that culture translates into a musical composition. The composition allows people to connect their energy with their company through music. It provides a physiological and psychological link and it’s fun.


The purpose of this innovation is to…

…unite teams toward a common goal through music. Teams respond passionately to the activity and work together to create and write their song, which is then produced and ready for airplay.

It does this by…

…playing their song. The key to Rock Anthem is that we contact and survey individuals before the event to understand what music they are passionate about, in essence, what music says, “This is my team.” The outcome is “uniquely tailored and utterly relevant.”


This innovation improves on what came before because…

…it is a joyful and unifying experience that is totally personalised to each company we work with. Carole Gregson, NESA, was seeking something completely original, that has never been seen before and that would speak to the heart of the audience, for a recent conference. She chose the Lab Creative Rock Anthem.

Its various benefits to the customer/end-user include…

…its ability to reignite passion. Rock Anthem is highly engaging and keeps the audience intrigued and interested. Frank Fillipone, State Manager, Goulburn Valley Dairy Co, told us: “Everyone was talking about the day for weeks later.”


In the past, this problem was solved by…

…running an off-the-shelf team-building event. Those events were like a pair of socks where one size had to fit all, but usually didn’t. Our innovation allows individuals to connect in a very personal way to their team and company: “It had everyone intrigued and interested the whole day.”

Its predecessors/competitors include…

…the myriad team-building companies that offer indoor and outdoor games. These activities follow well-established formulas like ‘The Great Race’ and team cooking challenges. Competitors include Super Teams, Corporate Challenge and Troupe de Jour.


It is made for…

…businesses large and small. We have run Rock Anthem with group sizes ranging from ten to one thousand. Coca-Cola used Rock Anthem for the launch of Goulburn Valley Dairy Co flavoured milk. Frank Fillipone, State Manager, was looking for a way to educate and motivate his sales team, as this was a brand new category for them. Frank said, “If great execution by your sales team is pivotal to your success, then let Lab Creative get your team motivated from the start.”


It is available for sale through…

As above, and additionally, BigTinCan has been talking to other handset manufacturers about creating dedicated versions of BuzzMe for their phones. This could lead to bundling and then to the addition of larger number of users.

Our marketing strategy is to…

…leverage customer case studies and promote the Rock Anthem as experienced in real life by our customers, including Coca-Cola and NESA. We let our customers do the talking. “We achieved so much more than I could have ever anticipated. The Lab Creative team was professional, attentive and flawless,” said Carole Gregson of NESA.



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