Innovation > Innovation
CLEVER BUOY
M&C SAATCHI, Sydney / OPTUS / 2015
Awards:
Overview
Credits
Overview
ClientBriefOrObjective
In Australia, everyone knows that Optus has the second largest telecommunications network. The perception is that the number one network is much larger, even though the difference is less than one per cent coverage.
Our brief was to improve consumer awareness and brand perception by shifting the focus, from the (inferior) size of the Optus Network, to the amazing things it can do.
In response we found an unlikely opportunity to confront one of Australia’s most infamous problems.
The shark problem in Australia.
Australia has the most fatal shark attacks in the world, four times more than any other country. 2013 was one of the worst years for shark attacks on record and numbers continue to rise. Current methods to deter sharks however haven'’t changed in over 60 years.
Current methods:
• Shark nets – 40% of sharks are caught on the beach side of the nets. The trapping of endangered species is also a major issue.
• Aerial patrols – A recent government led inquiry revealed they were “expensive and inefficient”. Only one in eight sharks at patrolled beaches are spotted.
• Shark cull – In 2013 the Western Australian government sanctioned the culling of all large sharks, sparking mass protest from the public. Over 170 large sharks were killed.
What if there was a way to use the Optus Network in an entirely new way, to protect our beachgoers and our sharks?
And bring to life Optus’ core values of using “technology to make a difference to people’s lives”.
Implementation
Clever Buoy is a smart ocean buoy that detects sharks and sends instant alerts to lifeguards via the Optus Network.
Traditionally, sharks have been difficult to detect using sonar and no accurate detection technology existed anywhere in the world.
We applied existing sonar detection methods, used in the oil and gas industry, and calibrated the software to specifically identify sharks, through their unique movement. This was done through a series of data captures throughout testing.
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 via Google+.
As the buoys are rolled out across beaches in Australia, the Optus logo and yellow buoy will become synonymous for beach safety.
Clever Buoy not only delivers on the brand and communication brief, but presents a genuine future business opportunity for Optus. As the buoy gains critical mass, the network will be provided by Optus, and is a new revenue stream, as well as a conversation starter for new business with local and state governments.
Telecoms marketing normally revolves around the use, and benefits, of a given network, we redefined what that use could be, and in doing so transformed people's perceptions, and the brand itself.
Outcome
Clever Buoy aims to be a viable alternative to current shark defence methods in Australia and worldwide.
Government testing of the commercially viable buoy is scheduled for the beginning of the Australian Summer 2015, and discussions with government and local councils are under-way to help facilitate public trials.
We’ve essentially put a brain in the ocean. The vision is to not only retrieve and distribute the sonar data, but as the buoys gain critical mass and a solid dataset is established, use prediction algorithms to be more proactive in the prevention of shark attacks.
There is also a plan to use the buoys to capture data on other marine life. This can be used to track migration patterns, monitor marine populations, and give us an unparalleled understanding of the ocean like never before.
Clever Buoy not only opens up a novel use for the Optus network, it has also created an entirely new revenue stream. This transformational product has led to Optus opening a new innovations division created to see the inception of the commercial Clever Buoys, as well as the development of future products.
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