Landcruiser Emergency network

Joseph Smeaton

Campaign details

Brand: LandCruiser
Brand owner: Toyota
Lead agency 1: Saatchi & Saatchi
Country: Australia
Industries: Automakers & marques, Information technology, Mobile devices, Telephone & internet services
Channels used: Mobile & apps, Packaging & design, Public relations, Word of mouth, advocacy
Budget: Up to 500k

Executive summary

The LandCruiser Emergency Network (L.E.N.) is an ongoing project aiming to bring emergency communications to the 5.3 million square kilometres of Australia's landmass that currently receives no mobile signal.

L.E.N. is based around simple, inexpensive, signal-providing devices, engineered to use a combination of Wi-Fi, UHF and Delay Tolerant Networking (DTN) technology. Installed in LandCruisers, anyone within range can connect using an ordinary mobile phone – bringing emergency communications to areas without mobile signal.