The Brief

As a leading Australian ISP, iiNet is constantly upgrading their customers' lives with the latest in technology, but sought to demonstrate that they are conscious of disposing old technology in a sustainable way. iiNet sought to prompt people to think and talk about how their obsolete modem, phones and e-waste contributes to Australia’s increasing e-waste footprint. The broad target audience encompassed all attendees at Sydney’s Sculpture by the Sea (SBTS); as well as the iiNet Facebook and Twitter communities, seeking to generate earned media and engage new and existing iiNet customers.

Describe how the promotion developed from concept to implementation

Giig-A-Saurus was designed to represent how quickly technology is becoming obsolete, and to highlight the extent of e-waste - discarded electronic devices such as phones, modems, printers and computers - which contributes to 10 per cent of landfill in Australia each year. Through using old, iiNet branded modems to create an outdoor, 5m sculpture of a dinosaur, iiNet combined a creative solution with practical measures to engage SBTS attendees and the iiNet online community in conversations about how to reduce Australia’s e-waste. Simultaneously, iiNet could increase it’s brand awareness on the eastern seaboard by upgrading the lives of obsolete technologies.

Describe the success of the promotion with both client and consumer including some quantifiable results

Our Giig-a-saurus was viewed by the 500,000+ attendees (record number) of SBTS as well as regular posts on Facebook updating fans on the build, installation and new home for prehistoric friend. Giig-A-Saurus received strong PR coverage in a variety of publications, and earned coverage through social media - iiNet Facebook fan engagement reached 13, 818 users, and Twitter engagement reached 13, 441 users. Giig-A-Saurus earned various press mentions, including online new articles, and engaged 122 primary school children via an on-site educational programme. Finally, iiNet gained invaluable commercial brand inclusion in Australia’s premier sculptures exhibition.

Explain why the method of promotion was most relevant to the product or service

iiNet strives to upgrade life through broadband, mobile and entertainment offerings, so why not also upgrade unused and obsolete technology? We could think of no better way than via a 5m long dinosaur built out of 600 defunct modems. Furthermore, iiNet sought to highlight Australia’s increasing rate e-waste. The five by five metre steel Giig-A-Saurus artwork, furnished with recycled iiNet handsets and modems was exhibited in Tamarama Park as part of Sydney’s 2012 Sculpture by the Sea. As iiNet continues to penetrate Australia’s eastern seaboard, including Giig-A-Saurus in Sydney’s premier sculpture exhibition was a prudent choice.