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  • SUB CATEGORY :
    BEST USE OF EXPERIENTIAL
  • COMPANY ENTERING :
    LEO BURNETT, SYDNEY
  • ENTRY TITLE :
    POCKET PATROL
  • BRAND :
    SAMSUNG
  • ADVERTISER :
    SAMSUNG AUSTRALIA
  • AGENCY :
    LEO BURNETT, SYDNEY
  • EXECUTIVE CREATIVE DIRECTOR :
    VINCE LAGANA/GRANT MCALOON
  • COPYWRITER :
    IGGY RODRIGUEZ
  • ART DIRECTOR :
    JUSTIN CAREW
  • LEAD DEVELOPER :
    KEONG SEET
  • DIGITAL DESIGNER :
    SEBASTIEN JACQUES
  • GROUP BUSINESS DIRECTOR :
    REBECCA MORTON
  • CLIENT SERVICE DIRECTOR :
    AMANDA QUESTED
  • ACCOUNT DIRECTOR :
    NATASHA FOYER/BRENDAN SWANSBOROUGH
  • MEDIA PLANNING DIRECTOR :
    STARCOM
  • AGENCY PRODUCER :
    LAURENT MARCUS/JULIE BOURGES/ADRIAN JUNG/RACHEL DEVINE
  • FILM PRODUCTION COMPANY :
    RAPID FILMS, SYDNEY
  • DIRECTOR :
    DAVE KLAIBER
  • D.O.P/CINEMATOGRAPHER :
    DAN WHITE
  • EXECUTIVE PRODUCER :
    SUSANNAH PHILLIPS
  • VR EDITOR :
    DAN WHITE
  • APP PRODUCTION COMPANY :
    USTWO
  • SOUND PRODUCTION COMPANY :
    SONAR SYDNEY, SYDNEY
  • ENGINEER :
    TIMOTHY BRIDGE
  • CAMPAIGN SUMMARY :
    POCKET PATROL IS THE LATEST INNOVATION IN BEACH SAFETY DESIGNED TO HELP BEACHGOERS SEE THE HIDDEN DANGERS THAT LIFESAVERS SEE. A SMARTPHONE APP DELIVERS THE MOST ADVANCED AND ACCURATE AUGMENTED REALITY EXPERIENCE EVER CREATED, ALLOWING BEACHGOERS TO SCAN THE BEACH AND SPOT LIVE DANGERS FOR THE FIRST TIME, AS WELL AS EDUCATING ON HOW THEY’RE FORMED AND HOW TO AVOID THEM. DANGERS LIKE RIP CURRENTS, SUBMERGED ROCKS, SHALLOW SANDS, SUDDEN DROP OFFS AND STINGERS THAT TURN OUR BEAUTIFUL INVITING OCEAN INTO A DEADLY MINEFIELD. ON-DUTY LIFESAVERS INPUT REAL TIME DATA OF THE DANGERS, WHICH ARE COMMUNICATED INSTANTLY TO EVERY PERSON ON THE BEACH SEAMLESSLY IN THE LIVE AUGMENTED REALITY DISPLAY, SAVING LIFESAVERS VALUABLE TIME AND ENABLING THEM TO STAY FOCUSED ON MONITORING THE BEACH. THE APP WAS SUPPORTED BY LIVE EVENT ACTIVATIONS AT BEACHES WITH A 360 VR RIP EXPERIENCE, AN ONLINE FILM, EDUCATIONAL SOCIAL POSTS AND PR.
  • THE BRIEF :
    WE RECEIVED THIS BRIEF IN DECEMBER 2015 AS PART OF SAMSUNG’S BRAND INNOVATION PROJECT. THE BRIEF WAS TO DEMONSTRATE THE POWER OF SAMSUNG’S TECHNOLOGY BY BRINGING ABOUT POSITIVE CHANGE IN THE WORLD WITH A PARTICULAR FOCUS ON OUR UNIQUE AUSTRALIAN CULTURE. THE CAMPAIGN OBJECTIVE WENT BEYOND SALES TARGETS OR GENERAL PRODUCT AWARENESS AND WAS SHIFTED TOWARDS DRIVING POSITIVE BRAND SENTIMENT/’BRAND LOVE’ WITH HUMANS OF ALL AGES. WE KNEW THIS HAD TO BE BEYOND JUST A MARKETING CAMPAIGN, THIS HAD TO IMPACT CULTURE IN WAY LIKE NEVER BEFORE.
  • THE STRATEGY :
    KNOWING HOW MUCH AUSTRALIAN’S LOVE SWIMMING AT OUR BEAUTIFUL BEACHES, WE FOCUSED ON IMPROVING THE ALARMING OCEAN RESCUE STATISTICS. 70% OF AUSTRALIAN’S CAN’T IDENTIFY ONE OF THE BIGGEST HIDDEN DANGERS ON OUR BEACHES. RIP CURRENTS. THIS LEADS TO OVER 22 DEATHS AND 11000 RESCUES EACH YEAR. AND WITH LIFESAVERS FACED WITH THE OVERWHELMING TASK OF COMMUNICATING WITH SEVERAL THOUSAND SWIMMERS AT ONCE, OUR STRATEGY LED US TO DEVELOPING POCKET PATROL. POCKET PATROL UTILISES TECHNOLOGY THAT EVERYBODY ALREADY TAKES TO THE BEACH, AND TURNS IT INTO A LIFE SAVING TOOL THAT EMPOWERS BEACH GOERS TO SWIM SAFER.
  • THE EXECUTION :
    THE SMARTPHONE APPLICATION WAS LAUNCHED ON OCTOBER 22ND IN THE SUNSHINE COAST OF AUSTRALIA AND AVAILABLE FOR PUBLIC DOWNLOAD. LIVE EVENT ACTIVATIONS ON BEACHES DURING THIS LAUNCH HELPED PROMOTE THE APP TO BEACHGOERS AS WELL AS PROVIDING AN IMMERSIVE 360 VR EXPERIENCE WHERE PEOPLE COULD FEEL WHAT IT’S LIKE TO DROWN IN A RIP. THIS ALSO PROVIDED AN EDUCATIONAL INSTRUCTION TO SHOW PEOPLE HOW TO SAFELY SWIM OUT OF A RIP IF STUCK IN ONE. THROUGH SOCIAL WE PUBLISHED EDUCATIONAL POSTS THAT CHALLENGED VIEWERS TO TRY AND SPOT THE RIPS ON BEACHES. AN ONLINE CONTENT FILM DEMONSTRATED JUST HOW QUICKLY YOU CAN GET DRAGGED OUT TO SEA BY A RIP RUNNING FOR THE SAME LENGTH OF TIME IT COULD TAKE YOU TO BE PULLED INTO DEEP WATER.
  • THE RESULT :
    THE IMPACT POCKET PATROL HAS HAD SO FAR HAS EXCEEDED ALL EXPECTATIONS. WITH 3600 APP DOWNLOADS AND USERS ON THE BEACH IN THE FIRST MONTH. 13.2 MILLION THROUGH THE SOCIAL POSTS AND ONLINE FILM. 144 POSITIVE NEWS ARTICLES HELPED REACH A FURTHER AUDIENCE OF 20 MILLION WITH $0 MEDIA BUDGET. AND AFTER RESEARCH CONDUCTED WITH USERS OF THE APPLICATION SAMSUNG EXPERIENCED AN INCREASE IN BRAND ENGAGEMENT SCORES, 15% ABOVE THE NORM. BUT BETTER YET THIS IS AN INNOVATION THAT WILL SAVE LIVES AND CHANGE BEACH BEHAVIOUR FOREVER.