Last night’s Gala Dinner for the combined ADMA AC&E and AMY Awards saw the best and brightest in Australia’s data and digital marketing and advertising industry awarded for their creative and technological brilliance.
One winner in the AMY Awards was Brisbane’s Romeo Digital, who scored a gong for the ‘Trailblazing — Product’ category and, ultimately, the AMY Grand Prix for best of show.
Created for client Surf Life Saving Queensland (SLSQ), the patented Life-Fi technology platform is a first for media, and solves a universal beach safety challenge — that of ensuring people gravitate to patrolled areas, where they can swim safely, and educating them about current beach conditions in real-time through a mobile phone experience in their own language.
Leveraging the ubiquity of mobile phones on the beach to change behaviour and get people between the red-and-yellow flags, Life-Fi is operated from portable units with a DNS, 4G router and web server. Life-Fi generates a wireless network that only works between the flags, connecting people’s mobiles to an interface that automatically detects their language setting. Beachgoers receive real-time live surf patrol instructions — no app download required.
After a successful trial, funding was secured through the Queensland Government’s $34 million ‘Connecting with Asia Strategy’. The Queensland Government is funding the implementation of 10 units for summer 2018-19 and 10 or more units for summer 2019-20.
Life-Fi was introduced on SLSQ social channels without any paid media. The launch by Queensland Tourism Industry Development Minister Minister Kate Jones was broadcast on multiple TV and radio, news channels, with Australian news reports syndicated across 44 stations, reaching nearly 1 million people Australia-wide, and millions more across China and Korea, through China’s national online news service, china.org.cn
Since then, there have been multiple requests for Life-Fi to be introduced elsewhere — Surf Life Saving New Zealand, Surf Life Saving New South Wales and the Surf Life Saving Association of Japan are looking to implement the creative technology solution, which is also being rolled out in other applications as Actify Live.
Romeo’s Life-Fi, powered by Actify Live, has been decorated at the most recent AWARD Awards, picked up a Good Design Award, and was a Webby Honoree for mobile innovation — with the agency racking up a series of new business wins on projects for QAGOMA, Containers for Change, the Queensland Government’s Cross River Rail Project, Microsoft and Brisbane Powerhouse.