Title | POCKET PATROL |
Brand | SAMSUNG |
Product / Service | SAMSUNG POCKET PATROL |
Category | B10. Use of Mobile |
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 & Vince Lagana | 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 be able to identify dangers for themselves and learn more about how to avoid them. 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 smartphone application was launched on October 22nd on a stretch of coastline marked as one of Australia’s deadliest – The Sunshine Coast. Fulltime lifeguards and volunteer lifesavers we’re all trained on integrating Pocket Patrol as part of their daily routine while walking up and down patrolling the beaches, creating a direct educational contact with the beachgoer public to learn about the app and how to download it. Live event activations on beaches during this launch also 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 film also provided an educational instructional aspect to show people how to safely swim out of a rip if stuck in one. Through social channels we published educational posts that challenged viewers to try and spot the rips on beaches. A further online content film demonstrated just how quickly
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 empowers 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 has created a new media opportunity that enriches the consumer experience for beach goers. Samsung Pocket Patrol not only helps people see the dangers that lifesavers see, but in turn it teaches them how to recognise the signs and empowers them to change their own unsafe swimming behavior in the future. This kind of innovation in beach safety has never existed before and it gives the Samsung brand an ownable place in the lives of beachgoers all around Australia.
Our strategy was informed by the current situation that 70% of Australians can’t identify one of the biggest dangers on our beaches. Rip currents. The common myth is that only tourists who can’t swim get caught in rips. The reality is that most deaths come from over-confident males aged 25-50. The Australian lifestyle living on our beautiful beaches has created a false sense of bravado in many aussie males. Methods of informing beachgoers hadn’t changed in years, never evolving beyond basic signs and flags on beaches. Additionally, the many other deadly dangers on our beaches make it a near impossible task for lifesavers to keep an entire beach safe. Something needed to be done to get the right beach safety information in the hands of those who need it most and in a way that they would actually engage with and use as part of their daily beach routine.