SAVE ME – THE SKI PASS THAT SAVES LIVES
| Title | SAVE ME – THE SKI PASS THAT SAVES LIVES |
| Brand | ÖTZTAL TOURISMUS |
| Product/Service | ÖTZTAL TOURISMUS |
| Category |
A02. Activation by Proximity |
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Entrant
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SERVICEPLAN Munich, GERMANY
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Idea Creation
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SERVICEPLAN Munich, GERMANY
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Idea Creation 2
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SERVICEPLAN AUSTRIA Vienna, AUSTRIA
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Additional Company
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SERVICEPLAN HEALTH & LIFE Munich, GERMANY
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Credits
| Alexander Schill |
Serviceplan |
Global Chief Creative Officer |
| Matthias Harbeck |
Serviceplan |
Executive Creative Director |
| Christian Gosch |
Serviceplan |
Executive Creative Director |
| Franz Roeppischer |
Serviceplan |
Creative Innovation Director |
| Lorenz Langgartner |
Serviceplan |
Creative Innovation Director |
| Sandra Loibl |
Serviceplan |
Creative Director |
| Vladislaus Tyszkiewicz |
Serviceplan |
Serviceplan |
| Luca Mueller |
Serviceplan |
Copywriter |
| Sandra Willibald |
Serviceplan |
Art Director |
| Alexander Budau |
Serviceplan |
Art Director |
| Sabine Schneider |
Serviceplan |
Art Director |
| Dennis Fritz |
Serviceplan |
Agency Producer Film |
| Hendrik Sommerfeld |
Freelancer |
Creative Producer |
| Valentin Boschi |
Freelancer |
Director |
| Jan Paepke |
Serviceplan |
Innovation Director |
The Campaign
Save me is the first ski pass with a built-in positioning chip. With this every skier in the ski resort Sölden is automatically locatable. After an avalanche a radio signal is immediately being sent out. The reflector in the pass returns it. And the mountain rescue can then pinpoint the victim’s exact location. The good thing about Save Me: The reflector is passive, meaning it doesn’t need batteries, so it’s always "on".
Creative Execution
In July 2015 Sölden Ski resort started to develop Save me as a two-part technology:
1. A detector carried by the mountain rescue, which sends out a search signal.
2. The ski pass, which throws back a directional signal that leads the rescuer to the avalanche victim. The pass consists of an RFID data storage medium for hands-free access to the slopes on the one hand. And of the reflector: a diode fixed to a copper antenna. Both components (RFID + reflector) are molded into the pass.
The reflector in the pass is passive, meaning it doesn’t need batteries. The whole ski pass weighs less than 10 grams and has a maximum reach of 200 meters.
From December 2015 on the pass was sold at the Sölden ski resort. This made every skier automatically locatable under an avalanche. And Sölden not only one of the best but also safest ski resorts.
Since the implementation of Save Me in December 2015, Sölden had the lowest avalanche-related fatality rate in 10 years. After overwhelmingly good feedback, Save Me will be continued in 2016/17 and 4 other ski resorts want to adopt the technology.
The target audience consists of all (potential) Sölden winter sports tourists. We approached them via the Sölden website, newsletters, banners on relevant travel portals and of course in Sölden itself via Posters. Banners and newsletters included a call to action which lead directly to the microsite, where the pass was explained and sold. Posters had a QR Code as well as a URL on them.