The brand's partners on the project are M&C Saatchi, Google, and Shark Mitigation Systems.
M&C Saatchi felt a compelling demonstration of the efficacy of the Optus network coverage was better than simply talking about it. So it launched ‘Project Clever Buoy’, which harnesses new and existing technologies to develop smart ocean buoys that can deter sharks and alert people on the beach via the Optus network.
“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,” said Nathan Rosenberg, Optus head of brand. “We didn’t want just an advertising campaign, we wanted a really brilliant idea that could make a difference.”
Product development is becoming an increasingly important component of M&C Saatchi’s Group offering, according to the agency. Clever Buoy is in its prototype phase and is to undergo a series of commercial trials.
“Clever Buoy is a compelling demonstration of the power of the Optus network,” said Jaimes Leggett, M&C Saatchi’s chief executive. “We are fiercely proud of the result of our collaboration with Optus, Google and Shark Mitigation Systems.”
Google has picked ‘Project Clever Buoy’ in its global Re: Brief Project, a programme designed to re-imagine what advertising can be and push the boundaries of where creativity and technology intersect. The is the first time Google has run the programme in Australia.