Hutchwilco Digital, Case study SECRET FISHING SPOTS by DDB Auckland

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SECRET FISHING SPOTS

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Industry Public Safety, Health & Hygiene
Media Digital, Interactive & Mobile, Case study
Market New Zealand
Agency DDB Auckland
Director Andy Fackrell
Creative Director Regan Grafton, Aaron Goldring, Chris Schofield, Steve Kane
Creative Damian Galvin, Rory Mckechnie, Adam Thompson
Designer Renee Lam
Producer Dov Tombs
Photographer Lewis Mulatero
Editor Steve Gulik, Sam Arden
Released May 2013

Awards

Cannes Lions 2013
Mobile Lions Best Integrated Campaign Led by Mobile Silver
Branded content & entertaiment lions Branded Entertainment; Best use or integration of digital or social media Bronze
Promo and Activation Lions Product & Service; Durable Goods Bronze

Credits & Description

Type of entry: Product & Service
Category: Durable Goods
Advertiser: HUTCHWILCO
Product/Service: SAFETY EQUIPMENT
Agency: DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND
Executive Creative Director: Andy Fackrell (DDB Group New Zealand)
Director: Andy Fackrell (DDB Group New Zealand)
Creative Director: Steve Kane (DDB Group New Zealand)
Creative Director: Chris Schofield (DDB Group New Zealand)
Creative Director: Regan Grafton (DDB Group New Zealand)
Creative: Rory McKechnie (DDB Group New Zealand)
Creative: Damian Galvin (DDB Group New Zealand)
Creative: Adam Thompson (DDB Group New Zealand)
Group Business Director: Scott Wallace (DDB Group New Zealand)
Account Manager: Jonathan Rea (DDB Group New Zealand)
Account Manager: Nisa Solipo (DDB Group New Zealand)
Designer: Renee Lam (DDB Group New Zealand)
Retoucher: Kevin Hyde (DDB Group New Zealand)
Photographer: Lewis Mulatero (DDB Group New Zealand)
Editor: Steve Gulik (DDB Group New Zealand)
Editor: Sam Arden (DDB Group New Zealand)
Creative Director: Aaron Goldring (DDB Group New Zealand / RAPP Tribal)
Producer: Dov Tombs (DDB Group New Zealand / RAPP Tribal)
Lead Designer: Jason Vertongen (DDB Group New Zealand / RAPP Tribal)
Describe the brief from the client
Hutchwilco are New Zealand's oldest manufacturer of life jackets. The only problem is their customers keep dying, because the target audience of recreational fishermen don’t tell anyone where they’re going when they go fishing.
The problem is no matter how good Hutchwilco’s lifejackets are, if no one knows where fishermen go, the likelihood of finding them if they get in trouble is close to impossible. We needed to change the way fishermen behave.

Promotion Development

We came up with Secret Fishing Spots, an iPhone app for fishermen to log their secret spots without giving them away to everyone. When they go fishing, all they do is drop GPS pins on the map at their favourite spots, then select the spots they’re going to each time they head out.
If they don’t come home, a loved one they’ve nominated can log on to secretfishingspots.co.nz and see all their spots, and send these co-ordinates to emergency services.
We hoped to get several thousand people to log spots, and opt in to a database that hutchwilco could leverage.


Results

Over the summer the target audience have kept the app consistently in the top 10 of free sporting apps on iTunes. On the app itself, over 2,000 spots have been registered - a big deal for a demographic who tend not to tell a soul where they go.
For Hutchwilco it’s built up a new database, with 50% of those registering opting in to be contacted directly by the company through this new channel.
Most importantly it’s changed the way fishermen behave, providing them and their families with a valuable tool to keep themselves safe, that they’re actually using.


Relevancy to Product/Service

It’s a part of boatie folklore not to share their favourite spots. The app lets them keep their spots secret from all their mates while still providing a comprehensive database to be accessed, should they strike trouble.
The app also helps fishermen do what they do best – boast. They can use it to connect to facebook and boast about the fish they’ve caught at which secret spots. Without revealing the location of said spots, of course.