Optus - Clever Buoy: Swimming with the big fish

This case study explains how Optus, the mobile network, created shark detecting technology to demonstrate its network coverage.

Optus - Clever Buoy: Swimming with the big fish

Dan Bye, Justin Graham and Ben CooperM&C Saatchi

Executive summary the challenge

This is a story about how sharks have changed the way M&C Saatchi approaches strategic planning and created a potential new business opportunity for our client, Optus.

Truly innovative and groundbreaking ideas don't happen by accident, by taking a problem faced by Telco brands the world over, and approaching it with fresh strategic thinking, we created something much more powerful than an advertising campaign.

For Telco providers "network" is a key battleground, essentially what separates the wheat from...

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