Surf Life Saving Australia partners with Samsung on AR app

Augmented reality used to help beachgoers identify hazards and rips

Samsung has teamed up with Surf Live Saving Australia on an augmented reality app aimed at improving beach safety.

The Pocket Patrol mobile app was developed in partnership with Leo Burnett Sydney and is designed to raise awareness of rips, the most dangerous hazard on Australian beaches. To do this, the app used AR to visualise identified hazards, such as rips, rocks and sandbacks, based on a combination of data uploaded by on-duty lifeguards and surf lifesavers as well GPS, Compass, Gyroscope and image recognition.

The app was piloted across beaches along the Sunshine Coast between 22 October and 13 November and used by more than 2000 consumers over that time. According to the companies, a further 3 million connected with the beach safety program through virtual reality, 360-degree film and online content.

Samsung said Pocket Patrol is part of its longstanding Launching People initiative, established in 2013 and focused on helping consumers utilise technology to create change.

“Each year, Samsung looks at local real-life issues affecting Australians and how technology can help support of solve the problem,” said Samsung corporate vice-president and CMO, Philip Newton. “Pocket Patrol allows Samsung to support SLSA by providing a tool to help them educate beachgoers regarding rips and hazards at the beach.”

A key consumer insight used in the making of the app was that 69 per cent of Australians can’t identify rip currents. The ultimate intention is to have this technology used across all Australian beaches.

SLSA coastal safety manager, Shane Daw, said the technology provided consumers with a first-hand look at what its lifesavers are seeing every day and greatly assisted in providing increased education and awareness.

Joint executive creative developers at Leo Burnett, Grant McAloon and Vince Lagana, said the key criteria for the app was something that was easy to use.

“It had to be as simple as holding up your smartphone to the water,”Lagana said. “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.”

Check out more examples of augmented reality in marketing action here.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Is your content marketing missing the mark?

Does it ever seem like the content you create falls flat on its face or that the leads you’re generating aren’t worth following up?

Dan Ratner

managing director, uberbrand

​ Creating a purpose-driven brand

So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?

Paul Chappell

Partner and managing director, Brand + Story

Customer experience crisis: Proactively mitigating the risk of broken promises

Last Friday, three weeks after United Airline’s spectacular customer experience disaster, customers received a letter from the company’s CEO, Oscar Munoz.

Very rarely have I come across views so true. There are so many gems in this article, reflective of reality, onec can read it again and a...

Shyam Mishra

ANZ digital chief: Tackle the ‘frozen middle’ of your organisation or face irrelevancy

Read more

STOP STEALING BUISNESS CLASS TOILETS from A380, new 787's and A330's!!!!Thats what you call customer experience ONE toilet for all Busine...

Joe

Qantas CMO: What it's taking to evolve our customer experience

Read more

Dare i suggest that a "CEO" role in a peak industry body like Think Brink is not really much of a leap from CMO because it is also a mark...

Sventana

CMO to CEO: Think Brick chief reveals what it takes to make the jump

Read more

Grate post, thanks for the post.No matter what your business is, if you do no not rank among the top most search results of Google, Yahoo...

Rahul

Image intelligence:10 must-see infographics for marketers

Read more

Thank you Shane Blandford for carrying my Smarketing vision into KM !

Peter Strohkorb

​CMO Interview: Why aligning sales and marketing drives innovation at Konica Minolta

Read more

Latest Podcast

More podcasts

Sign in