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Clever Buoy

Award: Graphite Pencil

Graphite Pencil / Outdoor Advertising / Ambient / 2015

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.

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