In an ingenious ploy to promote the Optus network, M&C Saatchi have created a smart ocean buoy that can detect sharks and alert beach-dwellers, showcasing the power and reach of the mobile network, which is the second largest in Australia. The agency struck upon the idea after striking upon information that 45 people have been killed in the last 50 years by sharks in Australian waters. By using the irrational fear sparked by these statistics, the agency has struck upon a clever, non-traditional approach, which is significantly more creative and interesting than the obvious campaign, which would have shown the network at work in some far-off corner of the country.
The agency struck upon the idea after striking upon information that 45 people have been killed in the last 50 years by sharks in Australian waters
Jaimes Leggett, M&C Saatchi's chief executive and group innovation director, said the idea to bring a new product to market came to them fairly quickly, but he insists “That wasn’t innovation, just a smart idea.” He believes that “The innovation comes into it when you make it a reality.” The innovation in question brought together “Bits of technology that already existed embryonically to create something that had never been done before.” He feels that “Real innovation is about the creativity that drives business change or transformation,” and the Clever Buoy matches this mandate, potentially helping the industry find a new business model, which essentially commercialises creativity.
Introducing the Clever Buoy
Although the Clever Buoy is a new piece of technology (though admittedly something of a Frankenstein's Monster), in advertising, innovation is generally viewed as a mindset rather than a technological entity. Andrew Dowling, managing director of the Y&R Group, says “Innovation can be technology but should encompass the whole business and it shouldn’t be exclusive to technology, it can involve product development or changes to business models.”
Andrew Dowling, managing director of the Y&R Group, says “Innovation can be technology but should encompass the whole business and it shouldn’t be exclusive to technology
Leggett and UM Australia's chief executive Mat Baxter, agree that the sector is changing and that clients expect more these days than a run-of-the-mill 30-second TV spot. Baxter says “Businesses have discovered that the creativity and talent that sits within agencies can be applied elsewhere within their business,” and feels that “Some of the better agencies are proving this by popping out product innovation, helping clients design new products and services, helping them to better understand how to design their retail experience or how to make their website as sticky (referring to 'Sticky Content') as possible.”
Benjamin Hiorns is a freelance writer and musician from Kidderminster in the UK who actually went swimming with sharks once. Admittedly there was a huge steel cage involved, but he likes to think he was skirting with danger at least a little.
