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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.
  • AWARD :
    FINALIST
  • SUB CATEGORY :
    BEST USE OF NON-FICTION FILM
  • COMPANY ENTERING :
    DENTSU INC., TOKYO
  • ENTRY TITLE :
    FAMILY TIME TEST
  • BRAND :
    PROMOTION OF MIGRATION TO WESTERN TOTTORI PREFECTURE
  • ADVERTISER :
    TOTTORI PREFECTURE WESTERN REGION PROMOTION COUNCIL
  • AGENCY :
    DENTSU INC., TOKYO
  • EXECUTIVE CREATIVE DIRECTOR :
    NAOKI MORITA
  • CREATIVE DIRECTOR :
    NOBUAKE HASHIMOTO/KEISUKE SATO
  • CREATIVE TEAM :
    YUSUKE MIZUKOSHI/HIDEMASA TAKAHASHI/YUTO INOMATA
  • COPYWRITER :
    NOBUAKE HASHIMOTO
  • ART DIRECTOR :
    YOSHIHIRO TATEISHI
  • ACCOUNT DIRECTOR :
    SHIN KIJIMA
  • ACCOUNT MANAGER :
    MASATADA OYAMADA
  • ACCOUNT EXECUTIVE :
    NAGAKO SUGIYAMA
  • MEDIA PLANNING DIRECTOR :
    ITARU KUNIEDA
  • MEDIA PLANNER :
    CHIE YAMASHITA
  • AGENCY PRODUCER :
    KEISUKE SATO
  • FILM PRODUCTION COMPANY :
    GOODFEELING CO.,LTD., TOKYO
  • DIRECTOR :
    TAKESHI HIRASAWA
  • CINEMATOGRAPHER :
    HIROYA IWAGAWA
  • GAFFER :
    AKIYOSHI CHO
  • CREATIVE TEAM :
    SYOUGO HESAKA
  • EXECUTIVE PRODUCER :
    RIN KOBAYASHI
  • FILM PRODUCER :
    AYUKO ANDO
  • PRODUCTION DESIGNER :
    SIA SONG
  • DIGTAL ARTIST :
    YUKI SAKITANI
  • PRINT PRODUCTION COMPANY :
    JAM CO.,LTD.
  • DESIGNER :
    YUJI OKUDA
  • CAMPAIGN SUMMARY :
    IT IS AN ATTEMPT TO RAISE GENDER ROLE QUESTION TO OUR SOCIETY WHERE CHILD-BEARING IS STILL REGARDED AS WOMEN'S ROLE. IT IS A DOCUMENTARY REGARDING FATHERS WHO VALUE FAMILY TIME BUT UNABLE TO ACT ACCORDING TO THEIR FEELINGS BY CONDUCTING A TEST TO SEE "HOW MUCH DO YOU KNOW ABOUT YOUR CHILD." THIS IS AN ENTERTAINMENT FILM AIMED AT QUESTIONING FATHERS ABOUT THE WAY THEY LEAD THEIR LIVES.
  • THE BRIEF :
    CONTENTS AIMING TO PROMOTE MIGRATION FROM "TOKYO," THE MOST POPULATED AREA IN JAPAN, TO "TOTTORI PREFECTURE WESTERN REGION," WHICH HAS THE SMALLEST POPULATION IN JAPAN.
  • THE STRATEGY :
    WITH DECREASING AND AGING POPULATION, VARIOUS CITIES ARE CONDUCTING MIGRATION PROMOTIONS NATIONWID. TOTTORI WEST, WITHOUT ANY DISTINCT FEATURES, SUFFERS FROM A LACK OF RECOGNITION AND IS NOT CONSIDERED AS AN OPTION, DESPITE BEING RANKED AS ONE OF THE MOST COMFORTABLE AREAS TO LIVE IN FOR FAMILIES WITH SMALL CHILDREN, WHOM WE AIMED AS OUR TARGET AUDIENCE. WITH FAMILY TIME AS OUR THEME, WE FOCUSED ON EVERYDAY LIFESTYLE RATHER THAN ITS CULTURE OR OTHER RESOURCES.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    WE CONDUCTED "HOW MUCH DO YOU KNOW ABOUT YOUR CHILD" TEST TO FATHERS OF BOTH TOKYO AND TOTTORI WEST TO GIVE CONCRETE EXAMPLES OF WHAT THE RURAL LIFE CAN OFFER TO CHILD-BEARING FAMILIES. WE ALSO ATTEMPTED TO RAISE GENDER ROLE QUESTION TO OUR SOCIETY WHERE CHILD-BEARING IS STILL REGARDED AS WOMEN'S ROLE. IMPLEMENTATION: ONLINE FILM PLACEMENT: YOUTUBE, WEBSITE TIMELINE: DECEMBER 12, 2016 - MARCH 31, 2017 SCALE: APPROX 10,000 VIEWS
  • THE RESULT :
    THIS MIGRATION PROMOTION VIDEO TO THIS RURAL TOWN WITH POPULATION OF AROUND 240,000 WAS VIEWED BY THE NUMBER EQUIVALENT TO THE 4% OF ITS POPULATION. APPROXIMATELY 1% OF THE VIEWERS ANSWERED THEY WOULD CONSIDER MIGRATION IN SURVEY, AND RECEIVED POSITIVE FEEDBACKS INCLUDING AN INTEREST FOR MIGRATION EXPERIENCE PROGRAM. ALTHOUGH IT APPEARS TO BE A SMALL ACHIEVEMENT, IT WAS NEVERTHELESS A VERY BIG AND MEANING STEP FOR THE PROJECT RUN BY A DEPOPULATED AND LEAST POPULATED AREA IN JAPAN.
  • URL :
    http://tottori-west.jp/