'LandCruiser Emergency Network'

In a world first, Saatchi & Saatchi Australia has developed a way to deliver emergency communications to outback Australia via Toyota LandCruisers.

It’s a well-known fact that the Australian Outback is a vast, harsh and unforgiving place. 5 million square kilometres (over 65% of the country) receives no mobile signal. In times of emergency the lack of reception can be incredibly dangerous. However, while you might be far from a cell phone tower in the Outback you’re never far from a Toyota LandCruiser.

LandCruiser’s legendary toughness and ability to go anywhere has made them Rural Australia’s most popular 4x4. And in many places they’re the only vehicles you’ll see.

That’s why Saatchi & Saatchi, in partnership with Flinders University, is pioneering a new device that can be fitted in Toyota LandCruisers, enabling them to create a pop-up emergency network that will bring communications to the most remote parts of the Outback. The device has been engineered using a clever mix of WI-FI, UHF and Delay Tolerant Networking (DTN) technology, an area that lots of people are looking into - including NASA for interplanetary communications, to turn vehicles into communications hotspots each with up to a 25km range. 

The technology is being piloted in a fleet of LandCruisers fitted with the device in the remote Flinders Ranges - one of the most harsh and dangerous parts of the Australian outback - where the Mars Society test their vehicles.

Brad Cramb, Divisional Manager – National Marketing Toyota, said, "The marrying of communications technology and the LandCruiser ­ a vehicle that has a long history in the outback ­ presents a huge opportunity for us to provide much-needed infrastructure to remote communities around Australia.”

Dr Paul Gardner-Stephen of Flinders University said, “Humanitarian technologies aren’t just something nice to have, they all too often end up being the difference between life and death. It is hard to conceive of a more robust and extensive support network for Outback Australia than the collective LandCruiser drivers of this country”.  

Mike Spirkovski, Executive Creative Director, Saatchi & Saatchi Australia added, “It's amazing that in this day and age with such epic technology advances in mobile communications over 65% of Australia still receives no mobile signal. 

“With this in mind and the fact that Toyota's Land Cruiser is one of the toughest vehicles in the world and rural Australia's most popular 4x4 we created the Land Cruiser Emergency Network”.

Following the formal announcement of the project at Toyota’s National Dealership Meeting on Thursday 28th April, Toyota is currently exploring the feasibility of a commercial vehicular rollout of the LEN devices.

 

All media enquiries please contact:

Isobel Kerr-Newell
Communications Director
Saatchi & Saatchi
Tel: +64 9 3555 000
Mobile: +64 27 8860140
isobel.kerrnewell@saatchi.co.nz

‘Sea Hero Quest’

Saatchi & Saatchi create ‘Sea Hero Quest’, the World’s first mobile game where anyone can help scientists fight dementia, for Deutsche Telekom 

Saatchi & Saatchi and Deutsche Telekom has unveiled ‘Sea Hero Quest’. Developed in partnership with a team of scientific researchers from University College London, The University of East Anglia and gaming experts Glitchers, ‘Sea Hero Quest’ is a new multi-platform mobile game designed specifically to help advance the understanding of spatial navigation, and therefore understand one of the first symptoms of dementia. Bringing scientists one-step closer to developing new diagnostic tests for dementia, it is one of the biggest studies to date into the condition.

For many people living with dementia, one of the first effects they experience is a loss of spatial awareness, as they lose the ability to navigate their way through even well-known places and environments. Creating a global benchmark for how we navigate is widely acknowledged as one of the key steps towards developing new diagnostic tests for the diseases that cause dementia. All data collected from the game will be made freely available to scientists worldwide and will also be used by UCL: one of the World’s leading dementia research faculties, to develop new diagnostic tests for dementia.

The game ‘Sea Hero Quest’ is a multi-level adventure game in which the player takes on the role of a sea explorer’s son traversing the seas, looking for and collecting the lost pieces of their father’s ocean journal. On their journey, players need to find and photograph weird and wonderful sea creatures. ‘Sea Hero Quest’ is available worldwide, free of charge from the App Store and Google Play.

An animated film, directed by Bibo Bergeron will support the game by revealing its backstory of an ageing Sea Explorer who slowly loses his memories of past sea voyages to dementia. Demonstrated in the film through pages of his beloved journal being lost, the viewer understands the disintegration of the old man’s memory.

Over 47.5 million people worldwide currently live with dementia (more than the population of Spain), with this number estimated to increase to 135 million by 2050. People living with dementia gradually lose their ability to share precious moments, and the formation of new memories is severely disrupted, often leaving them isolated, disorientated and disconnected. 

For many people living with dementia, one of the first effects experienced is getting lost; also known as a loss of spatial awareness, as the person loses the ability to navigate their way through even well-known places and environments.

Led by Deutsche Telekom, and created by Saatchi & Saatchi, London, the concept of ‘Sea Hero Quest’ was motivated by the desire to empower people to game for good and made a reality by partnering with world-renowned experts in their respective fields.

The initial creative concept was motivated by the power of Deutsche Telekom’s network and its 200 million users. With 3 billion hours spent playing online and mobile games weekly by the global population, the aim was to manifest that power but to go beyond to reach the widest audience possible and to recognise the part that technology plays in everyday lives.

Key partners on the Deutsche Telekom ‘Sea Hero Quest’ project include; charity Alzheimer’s Research UK, University College London, The University of East Anglia and game developers Glitchers. Every aspect of the game has been designed jointly by game developers and scientists to provide insights about the way that people navigate every day. As players make their way through mazes of islands and icebergs, from the shores of the Kano Reef to the High Seas, every second of gameplay will be translated into scientific data and stored anonymously and securely within a T-Systems data centre in Germany. The result of the innovative partnership will be the creation of the world’s largest crowd sourced database benchmarking human spatial cognition, a key aspect of brain function affected by dementia. 

The unique collaboration between creativity, science, gaming and telecommunications is in the spirit of Deutsche Telekom’s reputation for identifying innovative products and services at an early stage, and utilising human interaction for the greater good of humanity.

Sea Hero Quest is available globally for iOS and Android devices and can be downloaded now for free from the App Store and Google Play.

For more information, visit www.seaheroquest.com. #gameforgood

'Hagglers'

It's a universal truth: finding time to enjoy a beer with friends is hard. Capitalising on the struggle, Andes has recruited some of the world's best hagglers, straight from the far away market stalls of India, Turkey and Togo, to negotiate on their customer's behalf.

'The Heart'

Like the heart of an Olympian, Visa is always performing. Our system never stops, and works whenever and wherever it’s needed. We are the beating heart of payments and proud sponsors of the Rio 2016 Olympic Games.

'Clever Kash'

Working in collaboration with Assembly, Kamahi Electronics and 4Design, Saatchi & Saatchi New Zealand this cashless digital money box, takes the universal piggy bank and updates it for the modern world, making cash tangible for a new generation of kids by allowing them to see first hand how their spending and saving is reflected on the display.


'The Heart'

Work

Like the heart of an Olympian, Visa is always performing. Our system never stops, and works whenever and wherever it’s needed. We are the beating heart of payments and proud sponsors of the Rio 2016 Olympic Games.

'How Do You See Me'

Work

Italy’s national organization for people with Down syndrome, CoorDown, has teamed up with Saatchi & Saatchi for the fifth consecutive year, this time enlisting the help of the New York office to create a campaign for World Down Syndrome Day on March

'Hagglers'

Work

In one of the films the haggler is negotiating with a man's girlfriend for a lengthy camping trip with buddies.

'Fairest Night of All'

Work

Andes set up a casting call for good-looking guys at 10pm one Saturday night. Footage of the casting is interspersed with clips of remaining guys having more fun that ever in a nightclub.

'Clever Kash'

Work

Saatchi & Saatchi New Zealand created a 'cashless money box' that teaches children how to save money in a cashless society.

'The HIV+ Issue'

Work

With an 80% increase in new cases, HIV is more real now than ever. But no one talks about it anymore, and there’s a growing stigma for those who carry the virus.

'Pooface'

Work

'Pooface' is the first film created for Pampers Wipes new “Don’t Fear The Mess!” campaign. Set to the classic score Thus Spoke Zarathustra by Strauss, the film charts in super slow motion, a big moment in ten young babies lives: doing a poo.

'The Truth'

Work

Toyota Auris Hybrid’s new Pan European campaign stars American actor and comedian Regan Burns, hooked up to a lie detector.