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  • SUB CATEGORY :
    BEST USE OF MOBILE
  • COMPANY ENTERING :
    SAATCHI & SAATCHI AUSTRALIA, SYDNEY
  • ENTRY TITLE :
    LANDCRUISER EMERGENCY NETWORK
  • BRAND :
    TOYOTA
  • ADVERTISER :
    TOYOTA MOTOR CORPORATION AUSTRALIA
  • AGENCY :
    SAATCHI & SAATCHI SYDNEY, SYDNEY
  • MANAGING PARTNER :
    BEN COURT
  • EXECUTIVE CREATIVE DIRECTOR :
    MIKE SPIRKOVSKI
  • CREATIVE DIRECTOR :
    JAMES THEOPHANE
  • COPYWRITER :
    GUY HOBBS
  • ART DIRECTOR :
    V. WASSIM KANAAN
  • TECHNOLOGY PARTNER :
    FLINDERS UNIVERSITY
  • DESIGNER :
    PIERRE-ANTOINE GILLES
  • DIGITAL DESIGNER :
    JAKE BRUCE
  • GROUP ACCOUNT DIRECTOR :
    SAM JONES
  • LEAD RESEARCH ENGINEER :
    DR PAUL GARDNER-STEPHEN
  • INTEGRATED EXECUTIVE PRODUCER :
    ANNA WARREN
  • AGENCY PRODUCER :
    MICHAEL DEMOSTHENOUS
  • THE BRIEF :
    HOW CAN WE MAKE THE AUSTRALIAN OUTBACK EVEN SAFER FOR OUR TOYOTA DRIVERS? TOYOTA HAS ALWAYS BEEN FOCUSED ON THE SAFETY OF ITS DRIVERS, AND IT’S MISSION FOR TECHNOLOGIES IS TO ‘HELP PROVIDE WORLD CLASS SAFETY TO PROTECT THE LIVES OF CUSTOMERS’ IN ANY WAY POSSIBLE. WE WANTED TO PROVE THIS WASN’T LIMITED TO PEOPLE LIVING IN THE CITY, OR ON-ROAD SAFETY, BUT A BIGGER MISSION THAT COVERED OUR CUSTOMERS WHEREVER OUR VEHICLES TOOK THEM – EVEN IN THE OUTBACK.
  • THE STRATEGY :
    WHILE YOU MIGHT BE FAR FROM A CELL-PHONE TOWER IN THE OUTBACK, YOU’RE NEVER FAR FROM A LANDCRUISER – THERE ARE OVER 500,000 OF THEM IN A COUNTRY OF JUST 24M PEOPLE, OUTNUMBERING CELL-PHONE INSTALLATIONS IN AUSTRALIA 30 TO 1. WITH A MARKET PENETRATION OF OVER 90% IN MANY REMOTE PLACES, LANDCRUISERS ARE EVERYWHERE IN THE OUTBACK – THEY’RE THE ONLY VEHICLE YOU’LL SEE IN MANY REMOTE AREAS. WE SAW AN OPPORTUNITY TO UTILISE MODERN TECHNOLOGY TO MAKE RURAL COMMUNITIES AND REMOTE AREAS EVEN SAFER – NOT JUST FOR LANDCRUISER DRIVERS, BUT FOR THEIR COMMUNITIES TOO.
  • THE EXECUTION :
    OUR IDEA WAS SIMPLE: TURN LANDCRUISERS INTO ROAMING COMMUNICATIONS HOTSPOTS IN ORDER TO BRING MOBILE COVERAGE TO NO-SIGNAL AREAS. DUE TO THE HUGE NUMBER OF LANDCRUISERS IN THE OUTBACK, THEY WOULD BE THE PERFECT PLATFORM FOR CREATING AD-HOC NETWORKS IN EVEN THE MOST ISOLATED PLACES. THE NETWORK IS BASED AROUND SIMPLE, INEXPENSIVE, SIGNAL-PROVIDING DEVICES ENGINEERED TO USE A COMBINATION OF WI-FI, UHF AND DELAY TOLERANT NETWORKING (DTN) TECHNOLOGY, WHICH ARE INSTALLED INTO VOLUNTEERS’ LANDCRUISERS. THE COMBINATION OF TECHNOLOGIES ENGINEERED INTO THE LANDCRUISER EMERGENCY NETWORK MEANS THAT EMERGENCY COMMUNICATIONS ARE AVAILABLE TO ANYONE – USING THEIR NORMAL MOBILE PHONE.
  • THE RESULT :
    THOUSANDS OF MESSAGES HAVE BEEN SUCCESSFULLY TESTED, WITH AN ONGOING COMMUNITY PILOT PROGRAM IN 50,000KM2 OF REMOTE OUTBACK AUSTRALIA. TOYOTA’S PRODUCT PLANNING DEPARTMENT IS CURRENTLY EXPLORING DISTRIBUTION AND INTEGRATION OF L.E.N. INTO LANDCRUISERS IN AUSTRALIA AND AROUND THE WORLD. NGO’S, EMERGENCY SERVICES AND GOVERNMENT AGENCIES AROUND AUSTRALASIA HAVE SOUGHT INVOLVEMENT WITH THE PROJECT, WITH THE AIM OF USING L.E.N. IN EMERGENCY RESPONSES. WE ARE CURRENTLY IN DISCUSSIONS WITH A LOCAL GOVERNMENT IN WESTERN AUSTRALIA TO FURTHER EXPAND L.E.N. IN AN AREA INCLUDING THE CANNING STOCK ROUTE (ONE OF THE MOST DANGEROUS AND REMOTE ROADS IN THE WORLD STRETCHING 1,850KM).
  • URL :
    http://cat1.landcruisernetwork.com/