Optus and its partner agencies M&C Saatchi Sydney, Fuel Communications and Emotive have taken home a total of nine Lions from this years’ Cannes Lions International Festival of Creativity thanks to two innovative projects that took an unconventional approach.
Optus Clever Buoy
Announced in 2014, Optus Clever Buoy is a research and development project that brings to life the power of the Optus network and taps into its potential to transform the way we live. The smart ocean buoy uses sonar technology to detect shark signatures in coastal areas, in a non-invasive way. When detection is made, the buoy relays a signal via the Optus network, to lifeguards on the beach.
Andrew Branwhite, Director of Brand Ideas, Optus, said, “Optus has one of the largest mobile networks in Australia and we wanted to push the boundaries of what people think a network can do. Clever Buoy combines the creativity of people with the power of technology providing a bright idea that can benefit all Australians.”
Working in partnership, Fuel Communications and M&C Saatchi Sydney delivered an integrated communications program to launch the Optus Clever Buoy that targeted earned and owned channels with minimal paid support.
The Clever Buoy project achieved a combined social and PR reach of more than 40 million with 84% positive sentiment towards the Optus brand. Optus earned a 92% share of voice in relation to #innovation and #technology compared to other Australia telcos on social media during campaign launch. The film content had over three million impressions.
Putting its network at the heart of creative technology captured the imagination of the jury at Cannes and enabled Optus, M&C Saatchi and Fuel Communications to secure eight Cannes Lions including:
- TITANIUM LION (Only Australian to be shortlisted or win)
- GOLD – PR – Technology & Manufacturing
- GOLD – Mobile – Activation by Location
- GOLD – Cyber – Tangible Tech
- GOLD – Innovation – Creative Innovation
- SILVER – PR – Corporate Reputation & Communication
- SILVER – Cyber – Innovative Use of Technology
- BRONZE – Media – Digital & Social – Use of Other Digital Platforms
Jaimes Leggett, Group CEO, M&C Saatchi Australia, said, “The success of Optus Clever Buoy has been phenomenal. It’s testament to the power of big creative ideas and their ability to travel across media, channels and platforms. Great work comes from partnership. Clever Buoy would never have happened if not for a brave client and a passionate agency team. It’s work we’re fiercely proud of.
Mandy Galmes, Managing Director, Fuel Communications said, “We are really proud to be have been a part of this award-winning campaign alongside Optus and M&C Saatchi. The creative platform allowed us to tell a really compelling story to a global audience across multiple channels.”
Ricky Gervais Anti-Ad
An iconic anti-ad featuring Ricky Gervais that aimed to drive social engagement and entertain while ultimately launching Optus’ new entertainment offering with Netflix was the other Lion winner for Optus and its partners.
The campaign, which again had a non-traditional media strategy, was built around content that was delivered by digital channels including Optus owned-media, influencers, social media amplification and publisher syndication.
The content was created by Emotive who worked in partnership with M&C Saatchi and Fuel Communications.
Simon Joyce, Founder and CEO, Emotive, said, “On behalf of the team at Emotive, we are incredibly humbled to have won such a prestigious award on a global stage. Ultimately, it’s all about the results and they speak for themselves with Google search interest levels six times higher than any previous Optus campaign, driving a 165% increase in interest in Optus.”
The Ricky Gervais anti-ad won a Bronze Lion in the Cyber category at Cannes:
- BRONZE – Cyber – Ricky Gervais – Social Video