There's a difference between releasing an advertisement claiming that you have A grade mobile coverage and actually putting your money where your mouth is. Or a shark's mouth.
That is exactly what Optus has done. In collaboration with Google and tech company Shark Mitigation Services comes Clever Buoy, a system that detects sharks and then alerts those on the beach that they're nearby. Presumably not just those on the Optus network, although that might prove a great inducement to switch.
M&C Saatchi responded to the brief decided that creating a compelling demonstration of the Optus network coverage was better than merely talking about it.
Optus Head of Brand Nathan Rosenberg said: “We were totally pumped with the M&C Saatchi team’s response to our request for a project that showcased the power of the Optus Network.
“The project started out as a brainstorm but is now a digital project that has the potential to improve the lives of every Australian at a place they love - the beach. Clever Buoy could change beach safety as we learn more about shark behaviour through a truly revolutionary and digital method of detection”.
Google has selected ‘Project Clever Buoy’ in its global Re: Brief project, which has so far included brands like Coke and VW. Google's big idea is to re-imagine advertising and push the boundaries of where creativity and technology intersect.
This is the first time Google has run a Re: Brief project in Australia.
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer at adnews@yaffa.com.au
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.