Product Design Lions > Well-Being & Environmental Impact
CLEVER BUOY
M&C SAATCHI, Sydney / OPTUS / 2015
Awards:
Overview
Credits
OVERVIEW
BriefExplanation
Optus is Australia’s second largest telecommunications network, and is a wholly owned subsidiary of Singtel. They specialise in fixed mobile and network telecommunications. Their main target is ‘millennial mindset’ people but being a telecommunications company they cater to all markets.
At the heart of Optus’ values is their desirability to “improve people’s lives through technology”, or as they position themselves to be the “ultimate wingman” for all Australians.
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 Marketing 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.
But instead of creating a brand campaign, we found an unlikely opportunity to create a product to confront one of Australia’s most infamous problems.
Execution
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, via 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.
Optus’ expertise in fixed and mobile network made them the perfect partner to create the buoy.
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