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Clever Buoy

basics
Industry: Public interest & Non-profit
Media:Ambient & Interactive
Market:Australia
Style: Minimalism
descriptioncnen
Execution
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.
Outcome
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.
Strategy
Optus, Australia’s second largest mobile network 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 shark attacks than any other country in the world and current methods to deter sharks hadn’t changed in over 60 years. Last year 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, be the “ultimate wingman” to their customers.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.
Confidential Information
Our product development team has met with NSW Primary Industries and Fisheries Minister and fast tracked the government testing of the buoy. Originally told standard government accreditation for a new public safety product is 4 – 5 years, testing is now scheduled for the second half of this year, with plans to have the government accredited commercial buoys in the water by the end of this year.
credit
Brand:
Agency:
Chief Creative Officer:
Executive Creative Director:
Creative Director:
Copywriter:
Art Director:
Account Supervisor:
Producer:
Other credit:Creative Technologist: James Bush
Design Director: Steve Hanzic
Head of Technical Architecture: Roger Chapman, Ben Cooper
Brand Manager (Client): Andrew Branwhite, Nathan Rosenberg
Project Director: Nadine Frisk
Project Manager: Andrea Darling
Strategic Director: Dan Bye, Justin Graham
awards
D&AD 2016
White Pencil White Pencil
Service Innovations
D&AD 2016
Wood Pencil Product Design
Innovative Product Design
Cannes Lions International Festival of Creativity 2015
Gold Cyber
Tangible Tech (incl. Digital Products, Utilities & Tools)
Cannes Lions International Festival of Creativity 2015
Gold Mobile
Activation by Location
Cannes Lions International Festival of Creativity 2015
Gold PR
Technology & Manufacturing
Cannes Lions International Festival of Creativity 2015
Gold Titanium & Integrated
Titanium and Integrated
Cannes Lions International Festival of Creativity 2015
Silver Cyber
Innovative Use of Technology
Cannes Lions International Festival of Creativity 2015
Silver PR
Corporate Reputation & Communication
Cannes Lions International Festival of Creativity 2015
Bronze Media
Use of Other Digital Platforms
Cannes Lions International Festival of Creativity 2015
Shortlist Mobile
Utility
Cannes Lions International Festival of Creativity 2015
Shortlist Mobile
Response/Real-Time Activity
Cannes Lions International Festival of Creativity 2015
Shortlist PR
Environmental (incl. Sustainability)
Cannes Lions International Festival of Creativity 2015
Shortlist Product Design
Well-Being & Environmental Impact
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