Bronze Spike

Case Film

Presentation Board

Product / ServiceCLEVER BUOY
CategoryJ04. Innovative use of technology
Entrant Company M&C SAATCHI Sydney, AUSTRALIA
Advertising Agency M&C SAATCHI 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

Creative Execution

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?


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