Smart Sentry
Maxis Berhad
Issue 36 | September 2015
Agency
Ogilvy Hong Kong
Creative Team
Chief Creative Officer Reed Collins Executive Creative Director Rafael Guida Art Director ChinWei Wong (OgilvyOne Malaysia) Copywriter Matthew Nisbet
Production Team
Head of Creative Technology Craig Mason Business Director Prabha Alexander (OgilvyOne Malaysia) Director of Digital Marketing Jonathan Ha (OgilvyOne Malaysia) Maxis Berhad, Head of Consumer Business Dushyanthan Vaithiyanathan Maxis Berhad, Head of Marketing Services SuLin Lau Maxis Berhad, Brand Strategy & Transformation Pamela Chia
Date
August 2014
Background
Malaysia was experiencing a crime Client epidemic. With 17,470 home break-in cases reported in 2013 alone, people were more worried than ever about becoming the next victim with research showing that 75% of the population were worried about burglary.
Smart Sentry was a programme that recycled old, unwanted mobile phones and turned them into personalised security cameras. It was designed to help Malaysians take back some control from the criminals and live more fear-free lives.
Idea
After a simple plug & play set-up, customers could log into a responsive website and check their personal live feed wherever they were, at any time. The Smart Sentry sent personal notifications and alerts when it detected suspicious activity, allowing the user to trigger an alarm.
At the same time as keeping them safe, Smart Sentry was also able to demonstrate Maxis Berhad's live- streaming capabilities.
Results
Of the 3,500 units installed so far, users checked the live feed on average twice a day. The idea has helped 1 tonne of waste avoid becoming landfill.
Our Thoughts
Innovation is about looking at an old product and finding a completely new life for it. At the moment this idea is no more than a test rather than a service that could be offered to hundreds of thousands of telco customers. It’s a stunt designed to get column inches. But it suggests a whole new business opportunity for someone out there. If you were offered the chance to turn your old phone into a spycam to keep tabs on how the babysitter really treats your kids or how the nurses really look after your parents in the home, you would, wouldn’t you?