Title | CLEVER BUOY |
Brand | OPTUS |
Product / Service | CLEVER BUOY |
Category | A05. Consumer Services |
Entrant | M&C SAATCHI Sydney, AUSTRALIA |
Entrant Company | M&C SAATCHI Sydney, AUSTRALIA |
Advertising Agency | M&C SAATCHI Sydney, AUSTRALIA |
Media Agency | STARCOM MEDIAVEST GROUP Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Ben Welsh | M&C Saatchi | Executive Creative Director |
Ben Cooper | M&C Saatchi | Group Innovation Director |
Paul Dunne | M&C Saatchi | Creative Director |
Ant Larcombe | M&C Saatchi | Creative Director |
Paul Gregson | M&C Saatchi | Art Director/Concept |
Jonathan Flannery | M&C Saatchi | Copywriter/Concept |
James Bush | M&C Saatchi | Creative Technologist/Concept |
Nadine Frisk | M&C Saatchi | Project Manager |
Dan Bye | M&C Saatchi | Strategy Director |
Justin Graham | M&C Saatchi | Chief Strategy Officer |
Karlee Weatherstone | M&C Saatchi | Senior Account Director |
Sarah Cunningham | M&C Saatchi | Senior Account Manager |
Mick Perry | M&C Saatchi | Executive Producer |
Nikki Marsh | M&C Saatchi | Producer |
Roger Chapman | M&C Saatchi | Head Of Technology |
Steve Hanzic | M&C Saatchi | Design Director |
Nathan Rosenberg | Optus | Head Of Brand And Comms |
Andrea Darling | Optus | Brand Project Lead |
60/40 | Animation | |
Josh Moore | Suitcase Murphy | Content Film Director |
Fuel Communications | Additional company | |
Shark Mitigation Systems | Additional company | |
Google Australia | Additional company | |
Hamish Stewart | M&C Saatchi | Creative Director |
Introducing Clever Buoy. A smart ocean buoy that detects sharks and sends real time alerts to lifeguards via the Optus Network. Traditionally sharks are difficult to detect using Sonar. So we developed a breakthrough detection method specifically calibrated to hunt for the shark’s size and unique swimming pattern. This is how the buoy determines sharks from other large marine life. Once a shark has been detected, a real-time message is transferred via Optus’ Inmarsat satellite to the lifeguard towers. This data is also shared with scientists and researchers in Google+.
Beyond a traditional campaign, we’ve created an ongoing product, service and platform for Optus, one that could change beach safety forever. In the first month since launch: • Social media reach over 19 million – 84% positive sentiment towards the Optus brand. • Featured in over 485 global news stories. • Earned PR value of over $3.6million. • Earned Advertising value over $700,000. • Optus earned a 92% share of voice in relation to #innovation and #technology compared to other Australian Telco’s on social media. • Commercial Clever Buoys are now in development, with public rollout targeted for 2015. Source - Radian6 media report 25/05/14 – 24/06/14.
Optus is Australia’s second largest Telecoms provider. Most people think the number one player’s network covers a much higher proportion of the country’s population, when the difference is actually less than one percent. Our task was change the conversation from the size of the Optus Network, to what it can do. The objective was to achieve this through a concept that would improve both consumer awareness and brand perception around the country. Australia has four times more fatal shark attacks than any other country. Yet shark defence methods have changed little in over 60 years. This year the problem got so bad the Western Australian government sanctioned the culling of all large sharks, which divided the Australian public. So we decided to look for a new solution, one that used the power of the Optus Network to protect our beach goers and our sharks?