Optus is Australia's second largest telecommunications network. Despite a difference of just one percent, customer perception was that the number one network was significantly larger. M&C Saatchi Sydney improved consumer awareness and brand perception by changing Australia's focus from the perceived size of the Optus Network to the amazing things it can do. Clever Buoy is a smart ocean buoy that detects sharks and sends real-time alerts to lifeguards via the Optus Network. Australia has the most fatal shark attacks in the world, and current methods to deter sharks hadn't changed in over 60 years. M&C turned the intangible Optus Network into something Aussies could benefit from. Clever Buoy pushed the boundaries of several technologies whilst showing Optus' amazing capabilities.
Are you credited on this winning entry?
There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.