The One Show
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Category
Experiential / Augmented Reality
Annual ID
OS_CP17009S
About the Work
AIM: Increase positive brand sentiment for Samsung. STRATEGIC INSIGHT: In Australia, Beach safety education hasn’t changed in decades and today’s rip current statistics show there are over 22 deaths and 11000 rescues annually. EXECUTION: Samsung partnered with Surf Life Saving Australia to develop Pocket Patrol, an app that displays exact positions of live beach dangers, using the most advanced and accurate augmented reality possible. For the first time, beachgoers were able to identify the dangers for themselves and learn more about how to avoid them. Lifesavers use AR 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. RESULTS: 3600 downloads in first 4 weeks. 13.2 million reached through social posts and online film. 144 PR articles reaching an audience of 20 million Brand engagement scores up 15%
2017 Awards
Total Points: 15
Silver Pencil
Credits
Agency
Leo Burnett Worldwide
Leo Burnett / Sydney
Digital Agency
USTWO / Sydney
PR / Marketing Agency
Edelman / Sydney
Production Company
Rapid Films / Sydney
Sonar House / Sydney
Media Company
Starcom / Sydney
Art Director
Justin Carew
Chief Creative Officer
Mark Tutssel
Creative Technologist
Keong Seet
Dan White
Designer
Nancy Yonathan
Director
Dave Klaiber
Editor
Paula Grusovin
Executive Creative Director
Grant McAloon
Vince Lagana
Producer
Susannah Phillips
Product Manager
Matt Willis
Kynan Hughes
Tochi Unegbu
Grant Baines
Writer
Iggy Rodriguez
Digital Artist / Multimedia
Sebastien Jacques
Creative Team
Amanda Quested
Rebecca Morton
Brendan Swansborough
Natasha Foyer
Graham Alvarez
Scott Maclean
Joel Brydon
Music / Sound
Sophie Haydon
Timothy Bridge
Product Architect
Ramesh Prasad
Jonas Bengtsson
Luca Strazzullo
Technical Producer
Bek Hawkey
Carla Dovgan
Erin Price
Scott Glitz
Elaine Quirke
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