WHALE SONG by M&C Saatchi Sydney for Optus

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WHALE SONG

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Industry Telecommunications Services
Media Direct marketing
Market Australia
Agency M&C Saatchi Sydney
Director David Deneen
Associate Creative Director Josh Rowe
Executive Creative Director Ben Welsh
Creative Director Gavin Mcleod
Art Director Paul Carpenter, Michael Glass
Copywriter Andy Flemming
Producer Anna Fawcett
Released March 2009

Awards

Caples Awards 2009
Digital Campaign Microsite Silver

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: OPTUS
Product/Service: TELECOMMUNICATIONS
Agency: M&C SAATCHI/MARK
Date of First Appearance: Mar 20 2009 12:00AM
Entrant Company: M&C SAATCHI/MARK, Sydney, AUSTRALIA
Entry URL: http://www.awardentries.org/award/whalesongdm
Executive Creative Director: Ben Welsh (M&C Saatchi)
Creative Director: Gavin Mcleod (M&C Saatchi/Mark)
Associate Creative Director: Josh Rowe (M&C Saatchi/Mark)
Senior Art Director: Mitch Alison (M&C Saatchi/Mark)
Art Director: Michael Glass (M&C Saatchi/Mark)
Web Developer: Punya Huxter (M&C Saatchi / Mark)
Art Director: Paul Carpenter (M&C Saatchi)
Copywriter: Andy Flemming (M&C Saatchi)
Agency Producer: Loren August (M&C Saatchi)
Director: David Deneen (Film Graphics)
Producer: Anna Fawcett (Film Graphics)
Group Account Director: Nick Russo (M&C Saatchi)
Production: Jaccquie Ford (M&C Saatchi/Mark)
Account Service: Hally Starr (M&C Saatchi/Mark)
Media placement: TV - Channels 7, 9, 10, Discovery, - 22 March 2009
Media placement: TV - MCM, Regional NSW, VIC And QLD - 22 March 2009
Media placement: Cinema - National - 22 March 2009
Media placement: Outdoors - Large Format Roadside, Airports, - 22 March 2009
Media placement: Outdoors - Federation Square - 22 March 2009
Media placement: Online - Static Display And Video) - 22 March 2009

Describe the brief/objective of the direct campaign.
Optus is a leading Australian telecommunications company. They were involved in a prolonged, retail price war and desperately wanted their brand to stand for something again, so consumers would consider them on more than price.

Explain why the creative execution was relevant to the product or service.
If you ask anyone in Australia what Optus stands for, they will say the same thing: animals. Furthermore, a whale that responds to your own whale song really proves the proposition; When it comes to communication, anything is possible.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Scientists at the University of Queensland have been conducting some groundbreaking research. They have found that whales communicate with each other across vast tracts of ocean, by singing complex love songs to each other. We took this research and imagined how whales would respond if we played our own whale song to them, with a real orchestra. We launched the project with a TV spot. It was an immediate hit, with people loving its inspirational nature. We supported it with a massive outdoor campaign. We created interactive sound banners that directed people to our online Whale Song experience. People were encouraged to create their own whale song, and play it to a lifelike 3D whale, which responded to their song.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Within minutes of the TVC going to air, the website was inundated with visitors. Targets were eventually doubled, with over 185,000 unique visits. Average time on site was over 3 minutes, with 83% of visitors interacting with the whale. Overall, top of mind awareness was significantly raised, and monitoring of online sentiment was positive 14:1.