Cannes Lions

CLEVER BUOY

M&C SAATCHI, Sydney / OPTUS / 2015

Awards:

1 Gold Cannes Lions
1 Silver Cannes Lions
1 Bronze Cannes Lions
3 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Description

Optus is Australia’s second largest telecommunications network, and is a wholly owned subsidiary of Singtel. They specialise in fixed mobile and network telecommunications. Their main target is ‘millennial mindset’ people but being a telecommunications company they cater to all markets.

At the heart of Optus’ values is their desirability to “improve people’s lives through technology”, or as they position themselves to be the “ultimate wingman” for all Australians.

Execution

Traditionally, sharks have been difficult to detect using sonar and no accurate detection technology existed in the world. We found an opportunity to mesh sonar detection with sonar mapping technology to develop a breakthrough detection method, specifically calibrated to hunt for the shark’s unique movement.

Once a shark has been detected, a real-time message is transferred via Optus’ Inmarsat satellite to lifeguard towers. This data is also shared with scientists and researchers via Google+. By making the Optus Network culturally relevant, we created more than an advertising response. We created a digital utility that could change beach safety forever.

Outcome

• Combined Social & PR reach of over 40 million – with an 84% positive sentiment towards the Optus brand.

• Featured in over 800 global news stories (200+ Broadcast).

• Earned PR/Advertising value of over $7 million.

• Optus earned a 92% share of voice in relation to #innovation and #technology compared to other Australian telcos on social media during campaign launch.

• Launch film had over 3 million impressions.

• The commercial Clever Buoys are now in development, with public rollout currently planned for 2015.

• NSW Government have pledged $100,000 to public trials.

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