Banjo has announced it has been appointed to the Ocean Guardian account following a competitive pitch process.
The agency will be charged with creating an awareness and sales demand campaign following the name change from ‘Shark Shield’ to ‘Ocean Guardian, Powered by Shark Shield Technology’.
The Ocean Guardian name paves the way for future new product development from solely personal shark deterrents to providing boat and beach protection.
Banjo’s first creative task will be to promote the Ocean Guardian Freedom+ Surf product – the world’s first surfboard enabled with Shark Shield technology.
Ocean Guardian CEO Lindsay Lyon said: ‘We are delighted to have Banjo as our agency. The depth of thinking and detail during the pitch process, in partnership with Frontier Media, was second to none. We have such a solid proven technology story – we just need it told.”
Kath O’Shea, client services director at Banjo, said: “With shark attacks on the increase, our consumers are finding reasons not to go in the water. What was previously a source of relaxation has turned into a source of anxiety.
“To have a brand that is tried and tested makes our job easy – all we need to do is talk in facts. There are a growing number of competitive products out there, but Ocean Guardian powered by Shark Shield Technology is the world’s only proven shark deterrent.
“We’re going to be taking this message to our passionate ocean lovers, as the brand that lets them to keep doing what they love.”
Banjo will look after the strategy, creative and production for Ocean Guardian, while Frontier Media will be managing the media strategy and buying.
The campaign will launch initially through digital channels on both the east and west coasts of Australia and the US on Sunday.
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