Optus, Australia’s second largest telecommunications provider, briefed us to improve the perception of their network.

In response, we found an unlikely opportunity to confront one of Australia’s most infamous problems.

Australia has four times more fatal shark attacks than any other country in the world and current methods to deter sharks haven’t changed in over 60 years. Recently, the problem got so bad the Western Australian government sanctioned the culling of all large sharks.

So we asked ourselves, could we use the Optus network to help protect our beachgoers and our sharks?

Clever Buoy is a smart ocean buoy that detects sharks and sends instant alerts to lifeguards via the Optus Network.

Telecoms marketing normally revolves around the use, and benefits, of a given network. We redefined what that use is – and in doing so, transformed perceptions, and the brand itself.

Once we had the idea of creating the world’s first shark detection buoy, we committed to the 8-month R&D project.

We developed a clear roadmap to build Clever Buoy, which launched through earned media channels, and amplified through owned and paid media channels.

We hosted a media launch event with a live broadcast on Australia’s most watched morning show, in Sydney, featuring key spokespersons from the project.

We delivered real-time relevant content ideas that we could quickly turn around to engage the audience and educate them about Clever Buoy. Once people were introduced to the buoy we took them along the journey of production, detailing the different elements of the buoy anatomy and some of the technological feats we achieved along the way.

The launch was supported by an online film and social campaign directing people to the microsite to learn more.

Beyond a traditional ad campaign, we created an entirely new use for the Optus Network - one that has not only propelled the Optus brand into the mindset of consumers, but could change beach safety forever.

• 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), including every commercial channel in Australia.

• 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 telco’s 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.