Optus Promo GIVE WHALES A VOICE by M&C Saatchi Sydney

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Industry Telecommunications Services
Media Promo & PR
Market Australia
Agency M&C Saatchi Sydney
Executive Creative Director Gavin Mcleod, Ben Welsh
Art Director Patrycja Lukjanow
Copywriter Dan O'bey, Kim Neidhart
Released April 2010

Credits & Description

Category: Corporate Image & Information
Advertiser: OPTUS
Date of First Appearance: Apr 1 2010
Entrant Company: M&C SAATCHI/MARK, Sydney, AUSTRALIA
Chief Executive Officer: Tom McFarlane (M&C Saatchi / Mark)
Executive Creative Director: Ben Welsh (M&C Saatchi /Mark)
Executive Creative Director: Gavin McLeod (M&C Saatchi / Mark)
Art Director: Patrycja Lukjanow (M&C Saatchi / Mark)
Copywriter: Kim Neidhart (M&C Saatchi / Mark)
Copywriter: Dan Obey (M&C Saatchi / Mark)
Media placement: 15 Sec TVC - Free To Air - April 2010
Media placement: Microsite - Online - April 2010
Media placement: Online Banners - Online - April 2010
Media placement: Online Page Takeover - Online - April 2010
Media placement: Ambient Stunt - Sydney CBD - April 2010
Media placement: Outdoor Projections - Sydney CBD - April 2010
Media placement: Speech At IWC Conference - Morocco - April 2010

Describe the objective of the promotion.
Following a very successful and highly emotive brand campaign ‘Whalesong’,
Optus, Australia’s second largest Telco wanted to do something tangible to help whales by teaming up with WSPA.

Working off the proposition of ‘Making an end to whaling possible’, we set about transforming a simple petition into a speech using the voices of thousands of Australians with a powerful message: Australia says NO to whaling.

This message was to be aimed the world at large, to demonstrate Australia’s determination to put an end to whaling.

Describe how the promotion developed from concept to implementation.
We created a microsite where visitors were given a word to record using their computer or mobile phone.
An emotive TVC, in combination with online banners and outdoor projections,
drove people to the site to record their word.
Once enough words were collected, we put them together to create a powerful speech on behalf of whales, thus giving them a voice.
The speech was presented to delegates from around the world at the International Whaling Commission meeting in Morocco.

Explain why the method of promotion was most relevant to the product or service.
Give Whales A Voice was a perfect fit for Optus, for a very simple reason:
Who is better suited to giving people (or whales, as the case may be!) the ability to communicate than a telecommunications company?

Describe the success of the promotion with both client and consumer including some quantifiable results.
We ultimately collected 12,727 words to contribute to the IWC speech, which exceeded our target by 2,445%. Additionally, there were 102,127 unique visitors to the Optus Give Whales A Voice website, which exceeded our target by 104%.
Best of all, the video presentation of the IWC speech was used by the Australian Minister for the Environment at the conference to reinforce Australia’s commitment to putting an end to whaling.