SECRET FISHING SPOTS

Short List
TitleSECRET FISHING SPOTS
BrandHUTCHWILCO
Product / ServiceSAFETY EQUIPMENT
CategoryA02. Mobile Applications and other Downloadable Tools
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 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
Nisa Solipo DDB Group New Zealand Account Manager

Brief Explanation

Hutchwilco are NZ’s oldest manufacturer of life jackets. The only problem is their customers keep dying, because the target audience of recreational fishermen don’t tell anyone where they’re going when they go fishing. The problem is, no matter how good Hutchwilco’s lifejackets are, if no one knows where fishermen go, the likelihood of finding them if they get in trouble is close to impossible. To combat this, we came up with Secret Fishing Spots, an iPhone app that allows fishermen to log their secret spots, without giving them away to everyone. When they go out fishing, all they do is drop a few GPS pins on the map at their favourite spots, then select the spots they’re going to each time they head out. The only time anyone can see these spots is if for some reason they don’t come home. A loved one they have nominated can log on to secretfishingspots.co.nz and see all their pins. They can then send these coordinates straight to emergency services with the touch of a button. While fishermen are out there the app also lets them log the fish they’ve caught at their spots, as well as connect to facebook and boast about their catches. Without revealing where they caught them, of course. Over the summer the app has consistently stayed in the top 10 free sporting apps on itunes, and over 2,000 spots have been registered, quite 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 and a whole way of talking directly to their customers, as well as learn valuable data about how they behave on the water. Most importantly, it’s provided fishermen and their families with a valuable tool to keep themselves safe.

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