Mobile > Mobile Applications
OGILVY & MATHER GROUP HONG KONG, Hong Kong / MAXIS / 2015
Awards:
Overview
Credits
Execution
Hundreds of phones are traded-in for discounts on new models every week; with a simple modification on those devices and only using functions already available in any old smartphone, we gave them a new life.
More then a camera, the Smart Sentry is a full security system, the responsive website allows users to keep an eye on their property anytime, anywhere. It also sends alerts in case of suspicious activity and can even trigger an alarm in case of emergency.
Outcome
Over 3,500 units were already sent to homes all over Malaysia. 8 out of 10 cameras sent were installed and the live feed is checked, on average, twice a day.
Aside from giving piece of mind to our customers, we also avoided generating over 1 tone of e-waste that would end up on a landfill somewhere in the 3rd world.
Strategy
Malaysia is in the midst of a crime epidemic. With 17,470 home break-in cases reported in 2013 alone, people are more worried than ever about becoming the next victim with research showing that 75% of the population is worried about this type of crime.
We wanted to help Malaysians take back some control from the criminals and live more fear-free lives. So we created Smart Sentry, a programme that upcycles old, unwanted phones into personalized security cameras.
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