In Australia, there are regulations around the broadcasting of content via the radio. Commercial radio stations are licensed and regulated by the Australian Communications and Media Authority. However, as no one has ever broadcast content underwater before, there are no current regulations in place from the government or otherwise.

We broadcast our content underwater to a captive audience of Rottnest Channel Swimmers. Because we had a captive audience, we made sure we played them content they would find useful and entertaining.

The Go Buoy was placed 500m from the finish line of an extremely grueling 19.7km swim. After swimming for up to 10 hours, the participants were desperately in need of some extra motivation. So we put together a playlist of 96FM’s best motivational songs and broadcast them underwater.

As a result we reached 100% of our target market and generated substantial earned media on radio, Twitter, Facebook and in print. We also sparked lots of great word-of-mouth from the swimmers themselves and managed to get ‘Eye of the Tiger’ stuck in the heads of countless swimmers (see case study).