Traditionally, sharks have been difficult to detect using sonar and no accurate detection technology existed anywhere in the world. So we developed a breakthrough sonar detection system that searches for a shark’s unique swimming pattern.

Once a shark has been detected, a real-time message is transferred via the Optus Inmarsat satellite to the lifeguard towers. A flashing signal in the tower alerts the lifeguards, along with a private Google+ notification on their mobiles, detailing the size and location of the shark.

By using the Optus mobile network in a new and culturally relevant way, we created more than an advertising response, we created a solution that could change beach safety forever, and received an overwhelmingly positive reaction towards the brand.

• 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.