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Creative

Samsung Teams Up With Surf Life Saving Australia to Launch Pocket Patrol App

Leo Burnett Sydney, 2 weeks, 2 days ago

Created by ad agency Leo Burnett, Sydney.

Samsung Teams Up With Surf Life Saving Australia to Launch Pocket Patrol App

In collaboration with Surf Life Saving Australia, Samsung Electronics Australia has recently launched and piloted Pocket Patrol - an Augmented Reality (AR) mobile app developed with Leo Burnett Sydney, that uses technology to help raise awareness of the number one hazard on our beaches, rips.
 
The pilot program for Pocket Patrol took place from October 22 through to November 13, at selected beaches on the Sunshine Coast in Queensland. The app enables users to visualise identified hazards by using a combination of data that is uploaded by the on-duty lifeguards and surf lifesavers as well as AR, GPS, Compass, Gyroscope and image recognition.
Pocket Patrol is a Launching People initiative, Samsung's global brand campaign that started in 2013 to help consumers unleash their potential and create meaningful change through the use of Samsung technology.
 
Says Philip Newton, corporate vice president and chief marketing officer, Samsung: "Each year Samsung looks at local real life issues affecting Australians and how technology can help support or solve the problem. Pocket Patrol allows Samsung to support SLSA by providing a tool to help them educate beachgoers regarding rips and hazards at the beach."
 
Grant McAloon and Vince Lagana, joint ECDs at Leo Burnett Sydney said smartphones are becoming a natural extension in people's lives and with two-thirds of Australian beach goers unable to identify a rip, there was an opportunity to use technology to raise beach safety awareness.
 
Says McAloon: "The idea to develop Pocket Patrol came from connecting these two insights together, creating an app that lifeguards and surf lifesavers can use to pinpoint dangers in real time." 
 
Says Lagana: "It was important that Pocket Patrol was easy to use; it had to be as simple as holding up your smartphone to the water. Augmented Reality became a natural fit to implement into the app, Pocket Patrol is the first time that this technology and GPS have been used together to display hidden dangers in such a manner. Making it happen meant pushing the technology to its current limits so we could achieve a level of accuracy satisfaction to both SLSA and Samsung."
 
Shane Daw, coastal safety manager at Surf Life Saving Australia, said the innovative technology of Samsung Pocket Patrol has provided beach visitors with a firsthand look at what lifesavers see every day. 
 
Says Daw: "The identification of rip currents and other hazards displayed through Samsung Pocket Patrol's augmented reality program has greatly assisted in providing increased education and awareness."
 
More than 2,000 beachgoers tried Pocket Patrol during the four-week pilot, learning how they too can identify rips and other potential hazards. A further three million connected with the program through Virtual Reality, 360 film and online content that communicated the importance of beach safety. 
 
For more information on Pocket Patrol visit, http://www.samsung.com/launchingpeople.
 
CLIENT SAMSUNG AUSTRALIA / SAMSUNG GMC KOREA
HEAD OF DIGITAL BRETT TURNBULL
VP MARKETING PHILIP NEWTON
HEAD OF CORPORATE & PUBLIC AFFAIRS SHANEEZ JOHNSTON
VP BRAND STRATEGY (GMC) SONG HA JI
BRAND STRATEGY GROUP (GMC) BYOUNGHYE BONNIE NAH
MARKETING MANAGER (GMC) JH GREG KIM
 
AGENCY LEO BURNETT SYDNEY
EXECUTIVE CREATIVE DIRECTORS GRANT McALOON & VINCE LAGANA
CREATIVE GROUP HEAD WRITER IGGY RODRIGUEZ
CREATIVE GROUP HEAD ART DIRECTOR JUSTIN CAREW
EXECUTIVE PRODUCER: DIGITAL LAURENT MARCUS
SENIOR INTEGRATED PRODUCER JULIE BOURGES
INTEGRATED PRODUCER FRANCESCO PIAZZONI
DIGITAL DESIGNER SEBASTIEN JACQUES
LEAD DEVELOPER KEONG SEET
HEAD OF PRINT ADRIAN JUNG
FINISHED ARTIST NANCY YONATHAN
SENIOR BROADCAST PRODUCER RACHEL DEVINE
CLIENT SERVICES DIRECTOR AMANDA QUESTED
GROUP HEAD REBECCA MORTON
BUSINESS DIRECTOR BRENDAN SWANSBOROUGH / NATASHA FLOYER
PLANNING DIRECTOR GRAHAM ALVAREZ
 
DIRECTOR: CONTENT & 360/VR DAVE KLAIBER
EXECUTIVE PRODUCER SUSANNAH PHILLIPS
PRODUCTION COMPANY & POST HOUSE RAPID FILMS
DIRECTOR OF TECHNOLOGY& VR EDITOR DAN WHITE
VR TECH BEK HAWKEY
CONTENT EDITOR PAULA GRUSOVIN
GRADE SCOTT MACLEAN
AUDIO HOUSE SONAR SYDNEY
AUDIO PRODUCER SOPHIE HAYDON
ENGINEER TIMOTHY BRIDGE
 
APP PRODUCTION COMPANY USTWO
HEAD OF STUDIO JOEL BRYDON
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
COMMUNICATIONS STRATEGY & EXECUTION AGENCY EDELMAN SYDNEY
BUSINESS DIRECTOR CARLA WEBB
SENIOR ACCOUNT MANAGER CARLA DOVGAN
ACCOUNT EXECUTIVE ERIN PRICE
 
MEDIA AGENCY STARCOM
DIGITAL MEDIA MANAGER SCOTT GLITZ
STRATEGIST ELAINE QUIRKE