Surf Life Saving Australia (SLSA) has launched the latest instalment of its “Be a Lifesaver” campaign with an Out-of-Home execution by JCDecaux, using ‘Tap and Go’ technology, that asks passers-by to ‘play’ a part in saving lives and make a donation.
SLSA and JCDecaux have partnered to deliver this ‘playful’ take on a serious issue via an interactive execution that aims to raise awareness, as well as much needed funds, for the iconic Aussie charity.
The custom-built, arcade-style game Innovate digital touchscreen panels, located at Campbell Parade, Bondi Beach, aims to attract beachgoers to the cause with a ‘Whack-a-mole’ inspired game. Lights and music are used to engage passers-by, who are encouraged to donate $1.99 using Tap and Go technology.
The panel features eight ‘hands-up’ icons that also appear in swim safety signage and the SLSA’s “Be a Lifesaver” campaign. The aim of the game is to ‘save’ as many swimmers as possible in 30 seconds by tapping the waving figure icon as it lights up and beat the highest score. After engaging with the game, users are prompted to donate on the spot.
Typically a game of skill that rewards the player with tickets or tokens for achieving a high score, SLSA’s Innovate panel reward participants with the knowledge that they have ‘played’ a part in saving a life by making a donation.
“Rewarding audience engagement with real value is essential to any successful interactive outdoor campaign. Combining gaming with Tap and Go donation technology is a win-win scenario,” said Alan Klein, head of creative solutions, JCDecaux.
“We’re proud to provide an easy and rewarding way for people to donate today to Surf Life Saving Australia.”
Surf Life Saving Australia CEO Melissa King said, “This special build outdoor campaign provides an engaging experience for the community and not only helps raise awareness but also much needed funds.
“Support from JCDecaux in trialling this new technology for our campaign has been amazing and we hope the community will jump on board,play and donate. This is the third year JCDeaux has provided pro bono support for our national ‘Be A Life Saver’ campaign.”
The playful panel is live at Campbell Parade, Bondi Beach from 24 January – 7 February 2017.
Client: Surf Life Saving Australia
Media Agency: OMD
Creative Agency: JCDecaux Creative Solutions