Bronze Spike

Case Film

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Product / ServiceLANDCRUISER
CategoryA03. Cars & Automotive Products & Services


Name Company Position
Mike Spirkovski Saatchi & Saatchi Executive Creative Director
James Theophane Saatchi & Saatchi Group Creative Director
V. Wassim Kanaan Saatchi & Saatchi Art Director
Guy Hobbs Saatchi & Saatchi Copywriter
Pierre-Antoine Gilles Saatchi & Saatchi Designer
Anna Warren Saatchi & Saatchi Integrated Executive Producer
Jake Bruce Saatchi & Saatchi Senior Digital Designer
Dr Paul Gardner-Stephen Flinders University Lead Research Engineer
Dr Gayle Morris Flinders University Director, Research Services
Sam Jones Saatchi & Saatchi Group Business Director
Ben Court Saatchi & Saatchi Managing Partner
Michael Demosthenous Saatchi & Saatchi TV Producer
Brad Cramb Toyota Motor Corporation Australia Divisional Manager - National Marketing
Katie Thompson Toyota Motor Corporation Australia Corporate Manager, Brand Management & Communications
Noni Rosengren Toyota Motor Corporation Australia National Brand Manager

The Campaign

While you might be far from a cell-phone tower in the Outback, you’re never far from a LandCruiser. These vehicles outnumber cell-phone installations in Australia 30 to 1. So we launched the LandCruiser Emergency Network (L.E.N.); an ongoing project aiming to bring emergency communications to the 5.3 million square kilometres of Australia’s landmass that currently receives no mobile signal. By leveraging Australia’s most widely used 4x4, it’s possible for us to bring emergency communications to some of the most remote parts of the continent. We engaged the experts in Rural, Remote and Humanitarian Telecommunications from Flinders University to help develop small, inexpensive, signal-providing devices that turn volunteers’ LandCruisers into communications hotspots with a range of up to 25km, close to what an ordinary cell-phone tower provides. Together, these vehicles create an emergency communications network anywhere it’s needed.

Creative Execution

Once we had the idea of a roving emergency network, we engaged Flinders University remote communications experts to help develop the LandCruiser Emergency Network (L.E.N.) and device. The result was a simple, inexpensive, signal-providing device engineered to use a combination of Wi-Fi, UHF and Delay-Tolerant-Networking (DTN) technology to turn vehicles into communications hotspots each with up to 25km range. During emergencies, anyone within range can use the network to log a call or geo-tagged message straight from their ordinary mobile phone. Data is then securely passed between LandCruisers, on a store-and-forward basis, until it reaches a network base-station and first responders can be alerted. Testing began in July 2015, with a full-scale pilot program initiated in August 2015 across a 50,000km2 area of remote Flinders Ranges. This ongoing pilot is part of the larger project aiming to bring emergency communications to remote communities across Australia and around the world.

Describe the success of the promotion with both client and consumer including some quantifiable results

Thousands of messages have been successfully tested, with a pilot program launched in August 2015 across a 50,000km2 area of the remote Flinders Ranges in Outback Australia. The successful pilot is just the first step: • Toyota’s Product Planning Department is currently exploring distribution and integration of L.E.N. into LandCruisers in Australia and around the world. • NGO’s, Emergency Services and Government agencies around Australasia have sought involvement with the project, with the aim of using L.E.N. in emergency responses. • We are currently in discussions with a local government in Western Australia to further expand L.E.N. into 60 vehicles in an area including the Canning Stock Route (one of the most dangerous and remote roads in the world stretching 1,850km). The LandCruiser Emergency Network has successfully brought a means of communication to people who previously had almost no way of communicating with the outside world in times of emergency.

Explain why the method of promotion was most relevant to the product or service

Almost 2/3 of Australia has no mobile signal. However, even in the most remote areas you’ll find LandCruisers; Australia’s highest selling range of 4x4s. LandCruiser Emergency Network uses these vehicles to bring emergency communications to areas where there is no mobile signal. To do this, Toyota is reaching out to LandCruiser drivers with technology that turns their vehicles into communications hotspots. The volunteer just installs the device and drives, and they are helping solve the problem of one of the world’s largest mobile-phone blackspots. These LandCruisers link together to provide a communication network anyone can connect to during an emergency.

Toyota’s mission for technologies is to ‘help provide world class safety to protect the lives of customers’ in any way possible. We wanted to prove this wasn’t limited to people living in the city, or on-road safety, but a bigger mission that covered our customers wherever our vehicles took them. With a market penetration of over 90% in many remote places, LandCruisers are everywhere in the Outback. And because of their toughness, durability and reliability, LandCruisers can go almost anywhere. This makes them the perfect platform for creating ad-hoc networks in even the most isolated places. We saw an opportunity to utilise modern technology to make rural communities and remote areas even safer – not just for LandCruiser drivers and their passengers, but for their communities too.


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