Title | POCKET PATROL |
Brand | SAMSUNG |
Product / Service | SAMSUNG POCKET PATROL |
Category | A02. Applied Innovation |
Entrant | LEO BURNETT SYDNEY, AUSTRALIA |
Idea Creation | LEO BURNETT SYDNEY, AUSTRALIA |
Media Placement | STARCOM Sydney, AUSTRALIA |
PR | EDELMAN Sydney, AUSTRALIA |
Production | RAPID FILMS Sydney, AUSTRALIA |
Production 2 | USTWO Sydney, AUSTRALIA |
Production 3 | SONAR MUSIC Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Grant McAloon | Leo Burnett | Executive Creative Director |
IGGY RODRIGUEZ | LEO BURNETT | CREATIVE GROUP HEAD WRITER |
JUSTIN CAREW | LEO BURNETT | CREATIVE GROUP HEAD ART DIRECTOR |
LAURENT MARCUS | LEO BURNETT | EXECUTIVE PRODUCER: DIGITAL |
JULIE BOURGES | LEO BURNETT | SENIOR INTEGRATED PRODUCER |
SEBASTIEN JACQUES | LEO BURNETT | DIGITAL DESIGNER |
KEONG SEET | LEO BURNETT | LEAD DEVELOPER |
ADRIAN JUNG | LEO BURNETT | HEAD OF PRINT |
RACHEL DEVINE | LEO BURNETT | SENIOR BROADCAST PRODUCER |
AMANDA QUESTED | LEO BURNETT | CLIENT SERVICES DIRECTOR |
REBECCA MORTON | LEO BURNETT | GROUP HEAD |
BRENDAN SWANSBOROUGH, NATASHA FLOYER | LEO BURNETT | BUSINESS DIRECTOR |
BRETT TURNBULL | SAMSUNG AUSTRALIA | HEAD OF DIGITAL |
PHILIP NEWTON | SAMSUNG AUSTRALIA | VP MARKETING |
SHANEEZ JOHNSTON | SAMSUNG AUSTRALIA | HEAD OF CORPORATE & PUBLIC AFFAIRS |
SONG HA JI | SAMSUNG AUSTRALIA | VP BRAND STRATEGY (GMC) |
DAVE KLAIBER | RAPID FILMS | DIRECTOR: CONTENT & 360/VR |
SUSANNAH PHILLIPS | RAPID FILMS | EXECUTIVE PRODUCER |
RAPID FILMS | RAPID FILMS | PRODUCTION COMPANY & POST HOUSE |
DAN WHITE | RAPID FILMS | DIRECTOR OF TECHNOLOGY& VR EDITOR |
SONAR SYDNEY | SONAR SYDNEY | AUDIO HOUSE |
TIMOTHY BRIDGE | SONAR SYDNEY | ENGINEER |
USTWO | USTWO | APP PRODUCTION COMPANY |
STARCOM | STARCOM | MEDIA AGENCY |
EDELMAN PR | EDELMAN PR | PR AGENCY |
Samsung Pocket Patrol is the latest innovation in beach safety designed to help beachgoers see the hidden dangers that lifesavers see. It utilises mobile technology that everybody already takes to the beach, and turns it into a life saving tool. Lifesavers use Pocket Patrol’s unique AR algorithm to input real time data of rip currents, stingers, shallow sandbanks, sudden drop offs and submerged rocks. This is then instantly communicated to every person on the beach saving lifesavers’ valuable time and enabling them to stay focused on monitoring the beach. Pocket Patrol empowers beach goers to identify dangers for themselves and learn more about how to avoid them. Fulltime lifeguards and volunteer lifesavers were trained on integrating Pocket Patrol as part of their daily patrolling routine, creating a direct educational contact with the public to learn about the app and how to download it.
This idea is the first of its kind allowing beachgoers to see live beach dangers in real time augmented reality right from the towel they’re sitting on by using their smartphone. It takes current data from on-duty lifesavers and brings it to life in a new way. Accuracy of our data was critical, as the app needed to display exact positions of real time beach dangers that both lifesavers and beachgoers could rely upon to identify the safest place to swim. But standard AR techniques aren't reliable enough to show a specific position anywhere on a broad open area like a beach. So we developed a far more accurate means of marking exact locations in open areas, using a bespoke algorithm that combines GPS, compass and gyroscope data. This meant the app is able to place and view virtual markers in true 3D space with pin point accuracy, creating a system that is both precise and incredibly simple to use. We designed the AR user experience be as seamless as possible as to not interrupt the process of the lifesaver’s job, and to be brutally simple for beachgoers to make part of their regular beach behaviour.
The real impact of Pocket Patrol has been in changing beach behaviour for all Australians. It’s a completely new way to teach beach safety – training people to recognise the dangers and empower them to make safer swimming decisions. It’s been so well received by lifesavers that it’s now part of the official kit for the SLSA national education program. 3600 people downloaded Pocket Patrol and identified beach dangers during the launch month. A further 13.2 million beachgoers learned about beach safety though live events, social media, a VR 360 film and online film. From a PR perspective, the story was covered by 144 tech websites, family blogs, as well as local and international news helping reach a total audience of 20 million. Data and metrics in the post campaign analysis returned an 81.5% increase in positive sentiment for Samsung and brand engagement results are 15% above the norm.
This work is relevant because it approaches Australia’s devastating issue of rip current drownings in a completely new way. For decades, nothing has changed in the way Australian lifesavers patrol our beaches, despite latest statistics showing 2 in 3 swimmers still can’t accurately identify rips. Samsung Pocket Patrol is an innovation in beach safety education that takes existing mobile technology, which everyone already has at the beach for listening to music and browsing social media, and transforms it into a lifesaving tool. It not only shows them the dangers lifesavers see, but it empowers beachgoers to change their own behaviour.