Samsung: Pocket Patrol

Credits & Description:

Agency: Leo Burnett Sydney
Client: Samsung Australia
Global Chief Creative Officer: Mark Tutssel
Creative Group Head: Justin Carew & Iggy Rodriguez
Executive Producer: Laurent Marcus
Senior Integrated Producer: Julie Bourges
Lead Developer: Keong Seet
Head of Print: Adrian Jung
Senior Broadcast Producer: Rachel Devine
Client Services Director: Amanda Quested
Group Business Director: Rebecca Morton
Business Directors: Brendan Swansborough & Natasha Floyer
Planning Director: Graham Alvarez
Post Executive Producer: Susannah Phillips
Director of Technology & Vr Editor: Dan White
Audio Engineer: Timothy Bridge
Head of Product: Matt Willis
Product Lead: Kynan Hughes
Product Engineer: Ramesh Prasad, Jonas Bengtsson & Luca Strazzullo
Product Qc: Tochi Unegbu
Product design: Grant Baines
Senior Account Manager: Carla Dovgan
Digital Media Manager: Scott Glitz
Digital Designer: Sebastien Jacques
Executive Creative Director: Grant Mcaloon & Vince Lagana
Director: Dave Klaiber
Production Company: Rapid Films / Sydney / Sonar House / Sydney
Description:
Samsung partnered with Surf Life Saving Australia to develop Pocket Patrol - a first of its kind app that displays exact positions of live beach dangers.
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 beachgoers to be identify dangers for themselves and change their own unsafe swimming behaviours.
Strategy:
Our strategy was informed by the current situation on Australian beaches that shows 70% of Australians can’t identify one of the biggest hidden dangers. Rip currents.The common myth is that only tourists who can’t swim get caught in rips. However, the reality is most deaths come from over-confident males, aged 25-50. The Australian lifestyle spent making the most of our beautiful ocean has created a false sense of bravado in many aussie males.Additionally, there are many other deadly dangers on our beaches and every day lifesavers face the near impossible task of keeping an entire beach safe.The right data was always there inside the experienced minds of the lifesavers, but all their knowledge wasn’t being communicated. For decades they only used the red/yellow flags to tell people where to swim. There was no education to teach people why the areas outside the flags can be so deadly or how to identify the dangers for themselves.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.
Relevancy:
This work is relevant because it is the first time that live data from beach dangers has been able to be communicated to beachgoers in Augmented Reality with pinpoint accuracy. We developed a bespoke algorithm that combines GPS, compass and gyroscope data, allowing the app to place and view virtual markers in true 3D space with pinpoint accuracy, while being incredibly simple to use.Samsung Pocket Patrol not only helps beachgoers identify the dangers while at the beach, but empowers them to change their own behavior and make safer swimming decisions.
Synopsis:
As part of Samsung’s Launching People platform this 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 is not about sales targets or product awareness instead it’s 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.We focused on a prevalent issue close to many Australians. Beach safety. One of our most beautiful landmarks, our beaches, also happens to be one of our most deadly, with approximately 11,000 rescues and 21 deaths each year. Nothing had changed in beach safety education in decades and we saw an opportunity to innovate for both life savers and beach goers.
Outcome:
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.
Brief with projected outcomes:
There are no major restrictions or regulations that affected or impacted the project.
Campaign Description:
We partnered with Surf Life Saving Australia to develop Samsung Pocket Patrol, an app 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.
Media Strategy:
Accuracy was critical, so we developed the most advanced AR experience possible, capable of displaying exact positions of live beach dangers.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 we were able to place and view virtual markers in true 3D space with pin point accuracy, without using any physical guides or position markers - creating a system that is both precise and incredibly simple to use.Although the communication and visualisation of data is at the core of the idea, it was essential that the 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. So we designed both of these to exist within the AR functionality, so that lifesavers could input dangers through the same app that beach goers used to view them.

Facebook Awards 2017 Campaign Goals:
- Local Awareness
- Engagement
- App Installs
- Brand Love
Facebook Products Used:
- Carousel Ad
- Video Ad
- 360 Video Ad
- Image (Photo)