SECRET FISHING SPOTS

TitleSECRET FISHING SPOTS
BrandHUTCHWILCO
Product / ServiceSAFETY EQUIPMENT
CategoryA08. Best Use of Other Digital Platforms (Incl. Mobile Devices)
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

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 Developer
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 Ddb Group New Zealand 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

Results and Effectiveness

Over the summer the target audience have kept the app consistently 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.

Creative Execution

We needed to change the way fishermen behave. A traditional campaign warning them of the dangers, the kind they’ve seen a million times before wasn’t going to cut through. By putting the idea into an app, we could give fishermen a tool to keep themselves safe while they were out on the water, when they’d be thinking about it most. And to ensure they were reminded to use it, we used an age old form of boating communication – the buoy. We placed a 3m high in New Zealand’s busiest boating channel, drawing attention to the app, with a QR code allowing people to download it directly to their phone. Supporting press also ran in all major boating publications.

Insights, Strategy and the Idea

The challenge with selling safety products is that people don’t think about what they’d do if they got into trouble until it’s too late. Boaties are sick of people trying to scare them into staying safe. We needed an idea that engaged them, not turned them off, and we needed to deliver it in a medium that was as close as possible to the time they might get in trouble. Our Secret Fishing Spots app lets fishermen record the coordinates of all their favourite spots, as well as keep track of what they’ve caught where. Then if they don’t come home, a loved one can log on and see their spots, and where they’ve gone that day. All the information can then be sent straight to emergency services with the touch of a button.