POCKET PATROL

TitlePOCKET PATROL
BrandSAMSUNG
Product / ServiceSAMSUNG POCKET PATROL
CategoryA02. Applied Innovation
EntrantLEO 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

Credits

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

The Campaign

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.

Creative Execution

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.

Links

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