Enlisting Delta Goodrem and Jason Donovan to promote free 7-day trial.
Creative agency Emotive, in collaboration with the Optus marketing team, have created the 'No Catch' campaign as part of the telco's initiative allowing customers to try the Optus network free without any commitments or payment details.
The seven-day network trial is the first of its kind to be offered by a telco in Australia.
The campaign acknowledges that although the free trial might sound too good to be true, there really is 'no catch'.
Optus head of consumer marketing Cam Luby said the trial shows how confident Optus is in its network coverage and speed.
"This campaign marks a change in our stance in the market, and it will be the first of many to come," he said.
"Optus is on the front-foot delivering the kind of innovation and energy consumers desperately need from this category. We're proud of the product, proud of the work, and we had a lot of fun making it.”
The campaign includes 2 x 60” and 2 x 30”, along with 15”, 10”, 6” assets extending the story in social. These are complemented by a full suite of supporting OOH, digital and retail comms courtesy of Optus’ internal Yes Agency.
Emotive group executive director Darren Wright said when an offer comes up that’s too good to be true, you can’t help but think ‘what’s the catch’.
"With The Optus Network Trial there isn’t one. A beautifully single minded idea. One, we've been working closely with Cam and his team that taps into its challenger spirit. And, with the help of Delta Goodrem, Jason Donovan, an artichoke, a wedding dress and the mighty Ariel Martin and scoundrel crew we’ve done it in a really fun way that we think people are going to love," he said.
The campaign is rolling out nationally across TV, cinema, OOH, digital streaming, YouTube, TikTok, IG, OOH and in store.
Credits:
Client: Optus
Creative: Emotive
Production: Scoundrel
Director: Ariel Martin
OPTUS:
Managing Director: Matt Williams
Head of Consumer Marketing: Cam Luby
Head of Brand: Adam Burling
Marketing Manager: Tom Hennessey
EMOTIVE:
CEO: Simon Joyce
Head of Strategy/Managing Partner: Michael Hogg
Group Creative Director: Darren Wright
Business Director: Andrea Dalton
Doran Account Director: Aoife Lehane
Creative Directors: Rupert Taylor and Edward Macaulay
Senior Producer: Gemma Atkinson
Talent Acquisition: Ben Keep
Head of Production: Hayley Ritz-Pelling
Design: Dan Mortensen and Eunice Nie
Dispatch Manager: Rebecca Love Williams
PRODUCTION COMPANY: Scoundrel
Director: Ariel Martin
Executive Producer: Adrian Shapiro
Executive Producer: Kate Gooden
Producer: Tessa Simpson
Production Manager: Kate Rule
1st AD: Adam Wareham
DOP: Stefan Duscio
Grip: Jason Weekes
Gaffer: Shaun Conway
Production Designer: Miles Pitt
Costume Designer: Brenda Hayward
Hair and Makeup: Jenny Roberts
Casting: Citizen Jane
EDIT: Arc Edit
Post Producer : Kani Saib
Senior Editor/Series: Jo Scott
Senior Editor/Content: Laurence Van Camp
Colourist: Fergus Rotherham
Online : Heather Galvin, Jamie Scott
MUSIC AND AUDIO:
Music + Sound: Rumble Studios
Executive Producer : Michael Gie
Original Composition: Jeremy Richardson
