SECRET FISHING SPOTS

Bronze Spike
TitleSECRET FISHING SPOTS
ClientHUTCHWILCO
Product / ServiceSAFETY EQUIPMENT
EntrantDDB GROUP NEW ZEALAND Auckland, NEW ZEALAND
Entrant Company DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND
Advertising Agency DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND

The Campaign

Hutchwilco are New Zealand’s oldest manufacturer of life jackets. The only problem is their customers keep dying. Because fishermen don’t tell anyone where they’re going when they go fishing. No matter how good we make our lifejackets, if no one knows where they’ve gone the likelihood of finding them if they get in trouble is close to impossible. We came up with Secret Fishing Spots, an iPhone app that allows fishermen to log their secret spots, without giving them away to everyone. All they do is drop GPS pins on the map at their favourite spots, then select the spots they’re going to each time they head out. If they don’t come home, a loved one they’ve nominated can log on to secretfishingspots.co.nz and see all their spots, and send these coordinates to emergency services.

Success of the Campaign

Over the summer the app has consistently been in the top 10 of free sporting apps on itunes. On the app itself, over 2,000 spots have been registered - a big deal for a demographic who tend not to tell a soul where they go. For Hutchwilco it’s built up a new database, with 50% of those registering opting in to be contacted directly by the company through this new channel. Most importantly it’s changed the way fishermen behave, providing them and their families with a valuable tool to keep themselves safe, that they’re actually using.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Our iPhone app launched first, with our website serving as both the hub for people wishing to find out more information and the place people could go if they thought their loved one was in trouble. Emails were sent out to those nominated as safety contacts, with direction given to the website. A campaign of 3 Press ads ran in fishing magazines, as well as editorial coverage in several publications and on New Zealand’s main talkback radio station, Radio Live. Finally we hit fishermen when it was most relevant, out on the water. We placed an oversized buoy in New Zealand’s most populous boating area, drawing attention to the app complete with huge QR code, allowing for quick click thru to download the app.

Credits

Name Company Position
Damian Galvin Ddb Group New Zealand Creative
Regan Grafton Ddb Group New Zealand Creative Director
Steve Kane Ddb Group New Zealand Creative Director
Jarrad Edwards Ddb Group New Zealand Developer
Cameron Crosby Ddb Group New Zealand Lead Dveloper
Jason Vertongen Ddb Group New Zealand Lead Designer
Dov Tombs Ddb Group New Zealand Producer
Sam Arden Ddb Group New Zealand Editor
Steve Gulik Ddb Group New Zealand Editor
Lewis Mulatero Photographer
Kevin Hyde Retoucher
Renee Lam Ddb Group New Zealand Designer
Jonathan Rea Ddb Group New Zealand Account Manager
Scott Wallace Ddb Group New Zealand Group Business Director
Adam Thompson Ddb Group New Zealand Creative
Rory Mckechnie Ddb Group New Zealand Creative
Aaron Goldring Ddb Group New Zealand Creative Director
Chris Schofield Ddb Group New Zealand Creative Director
Andy Fackrell Ddb Group New Zealand Director
Andy Fackrell Ddb Group New Zealand Executive Creative Director