Optus CMO: Clever Buoy is a brand evolution not an ad campaign
(l-r) Roberta MacDonald (Google), Ben Cooper (M&C), Hamish Jolly (SAWS), Nathan Rsenberg (Optus), Justin Graham (M&C)
The Clever Buoy shark detector project has made people “proud to work” for Optus again and is the first step towards the company’s move towards more technology solutions to help people, according to its chief marketing officer.
At a Google Lightning Talk on the project, devised by M&C Saatchi, the telco and Google, chief marketing officer Nathan Rosenberg said they were pulling back from traditional sponsorships and investing more in incubating technical ideas.
Talking about Clever Buoy he said: “This is not an ad campaign, it’s about taking our brand into another place and saying every client should think about what they can do in terms of making things happen, and that’s why work like this will change the world.”
This sounds like the tail wagging the dog.
With 157 shark attacks in the past 100 years in Oz, it’s more dangerous crossing the road to the beach than swimming in the sea itself.
Maybe focus on ways to stop nobbers driving and texting?
Maybe lobby the government to provide a reasonable NBN?
In fact anything that really makes a difference?