Life-Fi
Surf Life Saving Queensland
Issue 50 | March 2019
Agency
ROMEO Digital
Creative Team
Creative Director: Marco Eychenne Art Director: Marco Eychenne Lead Designer: Jade Stephens Illustrator: Madeleine Perrin Copywriter: Mike Kennedy
Production Team
Head of Innovation: Oscar Nicholson Managing Director: Amanda Schultz Technical Director: Joel Garvey Developer: Jonny Lu Developer: Michael Schmidt Developer: Chris Nowlan
Other Credits
Surf Life Saving Queensland Marketing Manager: Kelsie Boucher Head of Strategy: Scott Esdaile Account Manager: Caitlin Lilley
Date
November 2017 onwards
Background
80% of surf rescues are outside the flags. Tourists and migrants account for a third of all deaths on Australian beaches. How can you help lifesavers keep beachgoers of all nationalities safe?
Idea
Life-Fi delivers unlimited free Wi-Fi between the flags (attractive to tourists) and connects people’s mobiles to an interface that automatically detects their language setting. Beachgoers receive live surf patrol instructions in their own language – no app download required.
Results
The Life-Fi launch announcement on November 16 on the Gold Coast reached nearly 900K people Australia-wide, and millions more across China and Korea, through China’s national online news service, china.org.cn. Beyond Queensland, Australian reports included segments on Nine News Sydney, syndicated across NSW over 35 additional stations, and Nine News Melbourne syndicated across VIC over 7 additional stations; ASR (Advertising Standard Rate) of $147,810. Across TV, radio and social media, response was extremely positive, with multiple requests for Life-Fi to be introduced across other states.