Positive Dialogue 2017 Prism Entry PR on a Shoestring FINAL · 2017-10-17 · The drones enable Shark Spotters to enhance beach safety and to identify the species of sharks spotted,

T 021 461 5108 | E [email protected] | Directors T. Jones, J. Barty | Vat # 4130254198 | Co. Reg. # 2008/011973/07

160 Sir Lowry Road, Buchanan Square, The Hills Building, 2nd Floor, Unit 205 | PO Box 315, Cape Gate, 7562

PRISMAWARDS2017ENTRY-SECTORS

CATEGORY:PRONASHOESTRING

AGENCY:POSITIVEDIALOGUECOMMUNICATIONS

CLIENT:WEFIX

NAME:SHARKSPOTTERSCAMPAIGN



CLIENTQUOTE:SarahWaries,ProjectManagerofSharkSpotters:

“The Shark Spotters partnership with WeFix was an exciting development for our programme,

contributingmassivelytoourexistingsafetyservice,byallowingustopositivelyidentifyandevaluate

potentiallydangeroussharkactivityclosetoshoreattwoofourbusiestbeaches.”

OPENINGSTATEMENT(100words)

SharkSpottersexisttobalancetheneedsofpeopleandwhitesharkconservationbyreducingshark

attacks.Theylackedfinancialsupporttoincorporatetechnologyintotheirmonitoringtoeffectively

identifysharksclosetoshore,therebysafeguardingswimmers.

weFixsolvedthisthroughtheirintroductionofdronetechnology,reducingbeachclearingsby50%,

generating 150 drone unit sales to the value of R3 000 000, andwhose increased beach safety

messageviaapaidPRcampaigncostofR72000-reachedacombinedaudienceof43million,witha

campaigncostpermessageofonly0.001centsin2months.

ASharkSpottersteammembersittingathisvantagepointaboveMuizenbergBeach



STATEMENTOFOPPORTUNITY/PROBLEM:

weFix business problem: To launch their new DJI drones in a cluttered competitor trading

environmentandfindakeydifferentiatortoraisebrandawarenessanddrivesales–withnobudget.

Shark Spotters operating problem: An increase in shark attacks on Muizenberg and Fish Hoek

beaches, using outdated, inefficient systems. Shark Spotters lacked the financial resources to

introducetechnologicalimprovementstobeachmonitoring.

Collaborative opportunity: The conceptualised campaign partnered these organisations by

introducingweFix’sDJIdronesintotheSharkSpottersprogramme.Thisenabledearlysightingand

identifiedshark threatsbeforeanattackoccurred. It reduced ‘falsealarms’ sightingsby50%and

communicatedanincreasedbeachsafetymessagestoCapetonians,reachingover40millionacross

editorialnewsmediaplatformsintwomonths.

STATEMENTOFPROBLEM

1. Toaddanewsworthyelementtothecampaign,wedelayedthelaunchtotieinwiththestartof

summerandincreasedbeachvisitors.

2. SharkSpottersneededtocompletepracticaltrainingandacquireadroneoperatinglicence.Both

pilotswereunsuccessfulintheinitialexamandthetesthadtoberewritten.

3. Whilst thedronesweredeployedat least four times aweek, no footageofpredatory sharks

swimmingclosetotheshorelineexisted.Thiswasthestillsimageandvideofootageneededto

launchthemediacampaign.

4. Cape Town’s windy conditions proved challenging to obtain aerial footage; drones are not

permittedtoflyinwindspeedsexceeding15km/handaresensitivetomoistweather.



RESEARCH

• WecontactedSharkSpotterstoaskfortheirinsightsintothenumberofsharkincidentsperyear

andusedthisresearchasreferenceforthecampaign.

Anaverageof157sharksightingsarerecordedperyear,thisfigurefluctuatesovertime.In2016only

97sharksightingswererecorded.

Safetyrequirements:

Around1.5millionpeoplevisitCapeTownbeachesduringtheholidayseason.

Communicationchannels:

Withtheeventbeingweatherdependentandreliantonsharkfootage,PDCresearchedanextensive

listofbroadcast,onlineandprintmediatosupportthecampaignandtocommunicatethebeach

safetymessagetoCapetonians.

0

20

40

60

80

100

120

140

160

180

2002 2004 2006 2008 2010 2012 2014 2016 2018

Sharksightingperyear



PLANNING

MeasurableObjectives:

• IncreaseawarenessofweFix’sDJIproductofferingtoassistweFixmeettheirlaunchsalestarget

• Createawarenessaroundhowdronetechnologyisbeinginnovativelydeployedonthesaid

beachestokeepbeach-goerssafe

• BuildandestablishweFix’sreputationasSA’slargestdistributorofDJIdrones

• Co-ordinateamediainterviewscheduleandsecurepublicitywithnopaidformediabudget

Targetaudiences&desiredoutcomes:

• LocalFalseBaycommunity:madetofeelsaferwhilstfrequentingthesaidbeaches.

• GeneralCapeTownpublic:generalbeachsafetymessageandawarenessofweFix’sDJIdrone

offeringtodriveinterestandsales.

• SouthAfricans:MakeeveryoneinthecountryawarethatweFixfacilitatedasolutiontothehigh

incidenceofsharkattacksandbroughtgreaterbeachsafetyforswimmers.

• Approachonline,printandbroadcasttoproduceshortleadcoveragetolargeaudiences.

Keymessageformulation:

• weFixcaresforthecommunitybycreatingsaferbeachesthroughdronemonitoring

• weFixprovidessolutionsthroughtheirtechnologyandproducts

• weFixleadsthemarketinrecreationaldronetechnology

Communicationchannels:

• Traditionalmediachannelsacrossonline,printandbroadcast

• Socialmediaplatforms:weFixandSharkSpotterscommunities

• Internalcommunications:weFixwebsiteandnewsletter

Keyplannedactions:

• PlanningstartedinOctober2016andthelaunchwasexecutedon1December2016.

• Accredited training courses for the Shark Spotters team to safely operate the drones were

conducted.



• Insuranceandmaintenancepremiumswere implementedtoensureconsistencyandmaintain

droneoperationforanongoingperiod.

• Acrisiscommunicationsplanwasdevisedshouldanattackoccurduringthecampaign.

EXECUTION

PRE–LAUNCH:

1December2016:MediaAlert

Togenerateinterestamediaalertwasdistributedtobroadcast,printandonlinemediadetailingthe

launch.Thealertcommunicated:

• weFix dronesmonitor Fish Hoek andMuizenberg beaches by enabling Shark Spotters to

identifyspeciesthroughalivefeedonaniPad.

• Theuseofthesedroneswastrialledoverthelasttwomonthstoensuretheywerereadyfor

theincreasedactivityonbeaches.

• Thedronesrecordedanumberofsharksightings,includinga3.3mbronzesharkprowlingthe

FalseBaycoastline,incloseproximitytoshore.

LAUNCHWEEK:4–15December2016:Mediainterviews

MediainterviewscommencedwithweFixCEO,AlexFourieandSharkSpottersspokesperson,Sarah

Wariesdiscussingthecollaboration,efficacyofdronetechnologyintheprogrammeandwatchedthe

licenceddronepilotsinaction.



POST–LAUNCH

16December–16January2017:

Thedrones enable Shark Spotters to enhance beach safety and to identify the species of sharks

spotted,accuratelyassessingthepotentialthreatthesharksposedtowaterusersnearby.



EVALUATION

OBJECTIVE OUTCOME

1. CreateawarenessforthelaunchofweFixDJIdroneofferingwithinapaidPRcampaignbudgetofR72000

• ThecampaigncoveragereachedaSouthAfricanaudience

Online:13009325uniqueviewersPrint:161380readersRadio:5365401listenersTV:24490000viewersTotal:43026106

• Fullcampaigncostpermessage=0.001cents

(TotalcampaigninvestmentR72000dividedintoreach43

026106)

• FrontpagenewsinDieBurgerandFalseBayEcho

• 34 interview opportunities across print, online and

broadcastmedia,whichreferencedSharkSpottersandthe

drone technology from weFix which brought about

increasedbeachsafety

• Campaign1:1AVE:R1618669.59minearnedmedia

exposureforweFixandSharkSpotters.

• IncreasedawarenessofweFix’sDJIproductofferingtoassistweFixmeetitssalestarget

• weFixsold150DJIdronesatR20000perunitwithintwo

months, which exceeded their sales targets by 50% and

generatedR3000000minsales.

• Enablegreatersafetyofbeaches

• Falsesharksightingsandwaterclearingwerereducedby

50%

• 32sharksightingswerereportedattheoperatingbeaches

duringsummer,thedronesenhancedbeachsafetyand

identifiedsharkspecies

• ImprovedpublicsafetywhichenabledSharkSpottersto

offerabetterservicetothesaidbeachgoingcommunity

• Providedanaccurateassessmentofthepotentialthreat

sharksposedtowaterusersnearby



• Greatermarineconservationunderstandingofshark

movementsandbehaviourclosetotheshore

Wordcount:1190

Supportingmaterial:Seepages9–12below:

• MediaAnalysisReport–campaignresult

• Printcoverage:DieBurgerandFalseBayEcho(Frontpage)CapeArgus(Page3)

MEDIA ANALYSIS REPORT

ConversationCloud

PublicityHighlights

FeatureArticles

6

RadioandTVInterviews

19

OnlineFeatureArticles

9

MediaGenreOverview

0

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

Print Online TV Radio

AudienceReached



FRONTPAGECOVERAGE

weFixinpartnershipwithSharkSpotters:Frontpagecoverage:

(Pictureabove:DieBurger,8December2016FrontPage:Droneshelpwithshark)



FRONTPAGECOVERAGE


(Pictureabove:FalseBayEcho,5January2017,FrontPage:Sharpeyeonsharks)



PAGE3COVERAGE


(Pictureabove:CapeArgus,6December2016Page3:Dronestokeepeyesonsharks)

Documents

Positive Dialogue 2017 Prism Entry PR on a Shoestring FINAL · 2017-10-17 · The drones enable Shark Spotters to enhance beach safety and to identify the species of sharks spotted,