Australia experiences the most fatal shark attacks in the world, with 1.5 shark-related deaths per year. Optus, an Australian mobile network provider, designed a clever buoy that detects sharks and sends instant alerts to lifeguards via the Optus network.

Optus’ Head of Marketing stated that the campaign took their business to a “whole other place”, with clever buoy featured in over 800 global news stories. It reached over 40 million people through PR and social media efforts and received 84% positive sentiment.