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2017 One Show - Cross-Platform

Pocket Patrol

Agency Leo Burnett / Sydney

Client Samsung Australia
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Annual ID

OS_CP17086M

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%