Pocket Patrol
70 per cent of Australians can’t identify one of the biggest hidden dangers on our beaches: Rip currents. And the biggest fatality group is males aged 25-50, due to their false sense of bravado. As part of Samsung’s Launching People platform, the aim of Pocket Patrol was to demonstrate the power of Samsung’s technology by bringing about positive change in the world, with a focus on Australia’s unique culture. The campaign’s objective was not about sales targets or product awareness, but driving positive brand sentiment with Australians of all ages. This had to be more than just a marketing campaign, this had to impact the culture. While certainly among Australia’s most beautiful landmarks, beaches are also one of the country’s most deadly, with approximately 11,000 rescues and 21 deaths each year. For this reason, the project’s focus on beach safety was an issue close to many Australians’ hearts.
Planning & Execution
Leverage the start of summer to craft a uniquely Australian angle, targeting beachgoers and everyday Australians, and enabling us to present media with an engaging local story. Invite local media to conduct one-on-one interviews on the beach with Surf Life Saving Australia and Samsung ambassador James Magnussen, while seeing Pocket Patrol in action under embargo.
Seed video content with key local online and broadcast media, and leverage the “first for AR technology” angle for a tech media outlet exclusive. Following these exclusives, wider local media outreach takes place to metro and regional media outlets.
A marketing press release will be distributed with key results from the campaign’s 360 video, simulating the experiences of drowning and being caught in a rip.
All outreach will focus on four key media pillars:
Local media and a national broadcaster were invited to test and view the app on the Sunshine Coast. This coverage was held under embargo until the national launch and was positioned as an ‘exclusive first look’. An exclusive was also held with Mashable earlier in the week over the phone.
Live event activations promoted the app to beachgoers, while a 360 VR experience demonstrated what it feels like to drown in a rip and learn how to swim out of one.
Social media educational posts challenged viewers to try and spot the rips, and an online content film demonstrated just how quickly anyone can get dragged out to sea.
The program continued from October 22- November 13.
Media included national broadcast, online, print and local outlets: • Channel Seven News • Channel 9 (Sunshine Coast) • Mashable • Courier Mail (w/ News Corp syndication) • APN • Various consumer tech-titles
Effectiveness / Results
Pocket Patrol has changed beach behaviour with a completely new way of teaching beach safety, training people to recognise dangers and empowering them to make safer swimming decisions. The program is now part of the official kit for the Surf Life Saving Australia national education program. 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. Post campaign analysis returned a 81.5 per cent increase in positive sentiment for Samsung and brand engagement results are 15 per cent above the norm. All secured coverage was positive and included 100 per cent Samsung branding and delivered a total AVE of AUD$2,157,621. 3600 people downloaded Pocket Patrol and identified beach dangers during the launch month, while a further 13.2 million beachgoers learned about beach safety though live events, social media, a VR 360 film and online film.