The Challenge:
Optus puts customers first. It’s not just what drives the marketing, it’s what drives the whole business. It’s why hot on the heels of launching Australia’s first ever commitment free network trial, Optus brought three new propositions to market.
Each represents a different part of the business – Prepaid, Postpaid and Home Internet – and solves a known customer constraint. However, the ambition was far bigger than just to drive sales and convert current demand. As a suite, they represent an Optus brand intent on delivering great value and challenging the category status quo with simple customer-first product experiences. This challenger approach extends to the advertising.
The campaign took relatable scenarios in which customers feel constrained by their telco and turned the entertainment up to eleven thanks to characters including an eshay upgrade fairy and fox puppet. The campaign extends into social via bespoke creative built purposefully for format and channel, and created in partnership with TikTok. All this is complemented by a full suite of OOH, digital and retail comms courtesy of Optus’ internal Yes Agency.
