Social and Influencer > Branded Tech
CLEVER BUOY
M&C SAATCHI, Sydney / OPTUS / 2015
Awards:
Overview
Credits
Overview
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.
Strategy
In Australia, everyone knows Optus has the second largest telecommunications network.
Our brief was to improve consumer awareness and brand perception by shifting the focus, from the size of the Optus Network, to the amazing things it can do.
Australia has four times more shark attacks than any other in the world and current methods to deter sharks hadn’t changed in over 60 years. Recently the shark problem got so bad that the Western Australian Government sanctioned the culling of all large sharks.
At the heart of Optus’s values is their desirability to “improve people’s lives through technology” or as they put it, the “ultimate wingman” to Australians.
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 digital network.
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