Prepaid, Postpaid and Home Internet.
Telco Optus is bringing three new propositions to market each solving a known customer constraint following its first commitment free network trial.
The product propositions represent different parts of the business - Prepaid, Postpaid and Home Internet - and appeal to different audience needs.
As a suite, they represent an Optus brand intent on delivering great value and challenging the status quo with simple product experience.
Optus head of consumer marketing Cam Luby said this work is Optus on the front-foot.
"Following on from our Network Trial launch in July, we’re showing customers that Optus offers incredible value and simple experiences that are unique in the category," Luby said.
This is not about promoting products in lieu of brand, it’s about using our strong product propositions to drive growth and brand together with a focus on customer needs and wants at the core.
"The conscious effort to launch disruptive products to build the brand’s challenger credentials extends to Optus’ approach to advertising them. With the different spots featuring characters ranging from an eshay upgrade fairy to a fox puppet, this isn’t your average product campaign."
Emotive group creative director Darren Wright said the team is picking up where they left off with the Optus ‘No catch’ campaign.
"This campaign sees people in instantly recognisable scenarios and then turns up the entertainment by throwing in a fox puppet, eshay fairy and amped up nana, all beautifully orchestrated by Ariel and the Scoundrel team,” Wright said.
"The campaign includes three 30” ads - one for each product proposition, with various cutdowns. And to follow, the campaign will extend into social via bespoke creative built purposefully for format and channel, in collaboration with TikTok.
"All this is complemented by a full suite of OOH, digital and retail comms courtesy of Optus’ internal Yes Agency, and media supported by UM."
Credits:
Client: Optus
Head of Consumer Marketing: Cam Luby
Director, Product & Channel Marketing: Akshay Sardana
Senior Brand Manager: Prue Cope
Creative: Emotive
CEO: Simon Joyce
CSO & Managing Partner: Michael Hogg
Group Creative Director: Darren Wright
Creative Directors: Kat Topp and Paul Sharp
Client Service Director: Andrea Dalton Doran
Account Director: Aoife Lehane & Vikesh Mistry
Head of Fame: Ashleigh Bruton
Strategy Director: Gerad Petherbridge
Head of Production: Hayley-Ritz Pelling
Lead Producer: Sophia Del
Senior Producer: Rosie Parker
Designers: Dan Mortensen & Eunice Nie
Senior Producer (social): Savannah Anseline
Creatives (social): Lucy Karsai and Al Hill
Editor (social): Sam Gadsden
Dispatch Manager: Rebecca Love Williams
Production: Scoundrel
Director: Ariel Martin
Executive Producer: Adrian Shapiro
Producer: Helen Morahan
Production Manager: Jo Black
1st AD: Jeremy Fitzgerald
DOP: Danny Ruhlmann
Grip: Ian McAlpine
Gaffer: Matt Hoile
Production Designer: Michael Icano
Costume Designer: Matt Stegh
Hair and Makeup: Briar Wilkins
Casting: Citizen Jane
Stills Photographer: Ingvar Kenne
Post Production: ARC EDIT
Post Producer: Kani Saib
Senior Editor: Phoebe Taylor (Postpaid & Home)
Senior Editor: Drew Thompson ASE (Prepaid)
Colourist: Billy Wychgel
Online: Viv Baker and Stu Bedford
VFX: The Machine Room
Sound: Rumble Studios
Executive Producer: Michael Gie
Producer: Irene Kakopieros
Sound Designer: Daniel William
Music: Resonance
Media: UM
