Samsung Digital, Case study Pocket Patrol [presentation image] by Leo Burnett Sydney

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Pocket Patrol [presentation image]

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Industry Public Safety, Health & Hygiene, Mobile applications
Media Digital, Interactive & Mobile, Case study
Market Australia
Agency Leo Burnett Sydney
Executive Creative Director Vince Lagana, Grant Mcaloon
Art Director Justin Carew
Copywriter Iggy Rodriguez
Production Rapid Films
Director Dave Klaiber
Released October 2016

Awards

ADFEST 2017
Branded Content & Entertainment Lotus Best Use Of Experiential Branded Content
Direct Lotus Best Use Of Mobile Marketing Gold
Media Lotus Best Use Of Mobile Silver
Direct Lotus Best Use Of Technology Silver
Direct Lotus Field Marketing Silver

Credits & Description

Company Entering: Leo Burnett, Sydney
Brand: Samsung
Advertiser: Samsung Australia
Agency: Leo Burnett, Sydney
Executive Creative Director: Vince Lagana/Grant Mcaloon
Copywriter: Iggy Rodriguez
Art Director: Justin Carew
Lead Developer: Keong Seet
Digital Designer: Sebastien Jacques
Group Business Director: Rebecca Morton
Client Service Director: Amanda Quested
Account Director: Natasha Foyer/Brendan Swansborough
Agency Producer: Laurent Marcus/Julie Bourges/Adrian Jung/Rachel Devine
Film Production Company: Rapid Films, Sydney
Director: Dave Klaiber
D.O.P/Cinematographer: Dan White
Executive Producer: Susannah Phillips
Vr Editor: Dan White
App Production Company: Ustwo
Sound Production Company: Sonar Sydney, Sydney
Engineer: Timothy Bridge
The Brief:
We Received This Brief In December 2015 As Part Of Samsungs Brand Innovation Project. The Brief Was To Demonstrate The Power Of Samsungs Technology By Bringing About Positive Change In The World With A Particular Focus On Our Unique Australian Culture. The Campaign Objective Went Beyond Sales Targets Or General Product Awareness And Was 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.
The Strategy:
Knowing How Much Australians Love Swimming At Our Beautiful Beaches, We Focused On Improving The Alarming Ocean Rescue Statistics. 70% Of Australians Cant Identify One Of The Biggest Hidden Dangers On Our Beaches. Rip Currents. This Leads To Over 22 Deaths And 11000 Rescues Each Year. And With Lifesavers Faced With The Overwhelming Task Of Communicating With Several Thousand Swimmers At Once, Our Strategy Led Us To Developing Pocket Patrol. Pocket Patrol Utilises Technology That Everybody Already Takes To The Beach, And Turns It Into A Life Saving Tool That Empowers Beach Goers To Swim Safer.
The Execution:
The Smartphone Application Was Launched On October 22nd In The Sunshine Coast Of Australia And Available For Public Download. Live Event Activations On Beaches During This Launch Helped Promote The App To Beachgoers As Well As Providing An Immersive 360 Vr Experience Where People Could Feel What Its Like To Drown In A Rip. This Also Provided An Educational Instruction To Show People How To Safely Swim Out Of A Rip If Stuck In One. Through Social We Published Educational Posts That Challenged Viewers To Try And Spot The Rips On Beaches. An Online Content Film Demonstrated Just How Quickly You Can Get Dragged Out To Sea By A Rip Running For The Same Length Of Time It Could Take You To Be Pulled Into Deep Water.
The Result:
The Impact Pocket Patrol Has Had So Far Has Exceeded All Expectations. With 3600 App Downloads And Users On The Beach In The First Month. 13.2 Million Through The Social Posts And Online Film. 144 Positive News Articles Helped Reach A Further Audience Of 20 Million With $0 Media Budget. And After Research Conducted With Users Of The Application Samsung Experienced An Increase In Brand Engagement Scores, 15% Above The Norm. But Better Yet This Is An Innovation That Will Save Lives And Change Beach Behaviour Forever.