Optus, Australia’s second largest telecommunications provider, briefed us to find a new way to communicate the strength of their network with the objective to improve consumer awareness and brand perception.

In response we saw an opportunity to solve a genuine and topical issue surrounding Australia’s coastline connecting the Optus network to something our audience were passionate about.

Australia has four times more shark attacks than any other country in the world and current methods to deter sharks hadn’t changed in over 60 years.

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

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

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

By providing a culturally relevant solution with the Optus Network at its core, we created more than a marketing response, we created a transformational utility that disrupted the traditional Telco industry and received an overwhelming response towards the brand.

As we were launching a rapid prototype, earned media was the most relevant channel to start the conversation and generate awareness.

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

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

We focused on an influencer outreach program and a social newsroom shortlisting key influencers from technology, lifestyle & environment, innovation, beach and marine safety space which allowed us to build genuine credibility for the brand and have a reason to converse with these specialised communities.

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.

Beyond a traditional PR campaign, we created an ongoing product, service and platform for our client – one that has not only propelled the Optus brand into the mindset of consumers, but changed the way we live with sharks.

• 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 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.