Secret Fishing Spots
Hutchwilco
Issue 26 | March 2013
Agency
DDB Group New Zealand / Rapp Tribal
Creative Team
Executive Creative Directors: Andy Fackrell, Toby Talbot Creative Directors: Aaron Goldring, Chris Schofield, Steve Kane, Regan Grafton Creatives: Rory McKechnie, Damian Galvin, Adam Thompson
Production Team
Digital: Producer Dov Tombs Lead Designer: Jason Vertongen Lead Developer: Cameron Crosby Senior Developer: Jarrad Edwards Print: Designer Renee Lam Retoucher: Kevin Hyde Photographer: Lewis Mulatero
Other Credits
Managing Director: Justin Mowday Managing Partner: Scott Wallace Account Managers: Nisa Solipo, Jonathan Rea
Date
January 2013
Background
Hutchwilco were New Zealand’s oldest manufacturer of life jackets. The only problem was that their customers kept dying. This was because fishermen, being competitive, didn’t want to tell anyone where they were going when they went fishing. So no matter how good Hutchwilco made their lifejackets, if no one knew where they were, the chances of finding them if they got in trouble were considerably reduced.
Idea
Secret Fishing Spots was an iPhone app that allowed fishermen to log their secret spots without giving the details away to everyone.
If, for any reason, a fisherman didn’t come home, a loved one could log on and see at a glance where her partner liked to go to fish and then send the co-ordinates straight to emergency services.
Results
Still to come.
Our Thoughts
In this one case history you can see the history of advertising over the last 10 years.
A company wishing to sell its products used to talk about what they did and how they did it. Now they don’t bother with USP’s and dramatising the products finer points any more, they talk about why they do it. In this instance, to save lives and keep families together.
(Simon Sinek calls this The Golden Circle in a TED video worth watching at http://www.youtube.com/watch?v=qp0HIF3SfI4 and which Dave Flower quotes in his piece on “Loyalty” on p.xx).
When you move into ‘why’ territory, you move away from creating messages to product ideas, which allow the brand to do rather than to say good things.