Optus continue to target Telstra despite court ruling

Optus has continued to target Telstra’s coverage with a new ad comparing the percentage of the Australian population Optus’ mobile network reaches to Telstra’s coverage, despite losing a court case over a similar attack ad last month.

Telstra claimed Optus’ campaign misrepresented the network coverage and the ads misled customers into believing Optus and Telstra’s mobile networks covered 98.5 per cent and 99.3 per cent of the Australian landmass respectively.

The new ad, created by M&C Saatchi, has carefully altered the wording, and removed the use of an outline of Australia, to reflect the coverage of the Australian population rather than the Australian landmass.

An Optus spokesperson told Mumbrella: “We want to be as clear as possible. We felt we were clear last time but there was question around was the voiceover clear or was it clear in terms of the graphic. We clearly state that on our website, we clearly talk to population coverage and that’s a measure we’ve been communicating for a number of months now.”

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M&C Saatchi appoint Chiquita King to manage Optus account

M&C Saatchi has appointed Chiquita King to group head to manage the Optus account.

The announcement:

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Victorian Supreme Court rules with Telstra that Optus misled public with ads

Optus misled Australians over the strength of its mobile network in a series on TV and online ad campaigns, the Victorian Supreme Court has ruled this afternoon.

The telco was taken to court by rival Telstra earlier this month after running a series of ads around bill shock which features a map of Australia with figures for Telstra and Optus in it.

(Ad courtesy of Ebiquity) 

Telstra claimed Optus’ campaign misrepresented the network coverage and the ads misled customers into believing Optus and Telstra’s mobile networks covered 98.5 per cent and 99.3 per cent of the Australian landmass respectively.

However Optus claimed it stated in the ad’s voiceover and fine print that the figures represented population and not geographic coverage.

Justice Elliot ruled against Optus and in favour of Tesltra, saying that any ordinary or reasonable person would have believed it to mean geographic coverage.

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Optus updates ad targeting Telstra after it limits excess fees

Optus has altered its anti-bill shock campaign targeting Telstra after the rival telco became the last of the big three phone companies to limit the amount many of its customers pay for mobile phone calls.

The move ends the era in which customers could be hit by bills worth thousands of dollars for exceeding their monthly call allowance, which had been the target of Optus’ original campaign highlighting how while the two providers’ networks were quite similar, the costs involved were not.

The new ad is effectively the same, however Optus has updated the figures to reflect the current market. The older version of the ad featured a bar chart that claimed Telstra customers could end up paying up to $454.40 on a $60 plan if the customer exceeded their monthly allowance.

The new commercial:

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Former Optus marketer Michael Smith given global advertising remit with SingTel



Optus’ former head of marketing Michael Smith has been handed an extended remit to oversee global advertising at parent company SingTel, Mumbrella understands.

The head of global advertising at  the telco Grant Watts has left the company as part of a shake-up of the digital marketing department, after just 16-months in the role which he was given when SingTel  acquired mobile marketing firm Amobee.

Australian Watts was Amobee’s SVP and managing director at the time of the acquisition in September 2012. Also leaving SingTel are Lydia Ng and Leya Teo from the digital marketing team and Lovey Chin, who was brand director, Mumbrella understands. Read more »

Optus promote ‘My Plan’ with Halloween-themed campaign

In the lead up to Halloween, Optus has been running a Halloween-themed campaign promoting its ‘My Plan’ mobile plans.

The campaign, managed by M&C Saatchi, Fuel Communications and Starcom, ran across radio, print, social media and online with a supporting PR campaign.

Short videos are being shared across Twitter and Facebook with the description “WARNING! Just like bill shock and spooky excess fees, this video will scare you!”

The videos are also running today only on YouTube, Boom seeding network and mobile Facebook paid ads.

Nathan Rosenberg, head of brand at Optus said: “Optus believes no one should receive a scary bill so Halloween is the perfect time to warn consumers to watch out and make sure the others don’t trick you with spooky excess fees.”

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Optus closes mobile TV app due to lack of demand

Optus messageOptus has told customers that it will shut down its mobile TV app from October 28 due to a lack of customer demand.

A spokeswoman for Optus confirmed the closure and said the decision was taken because of a lack of customers signing up for the product. “On 28 October 2013, Optus will be shutting down the Optus Mobile TV app for commercial reasons,” the spokeswoman told Mumbrella’s sister title Encore. Read more »

Fresh-faced Optus says Yes to My Plan in new campaign

An extensive campaign for Optus My Plan has been launched by M&C Saatchi in Sydney following last month’s overhaul of the brand.

The new logo, new look and new mascot unveiled in the ‘Declaration of Yes’ rebrand by M&C Saatchi’s brand consultancy Re, are the substance of the new multi-channel campaign for Optus My Plan, which claims to be the first mobile plan designed to help customers minimise excess fees.

In a 30 second TV commercial the new ‘helpful and endearing’ yellow Optus character explains the Optus My Plan changes in charges for customers who use extra data or calls, ‘flexing’, charging in minutes rather than dollar values, and providing unlimited standard national SMS and MMS every month.

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Fuel Communications wins Optus consumer and small to medium business accounts

Public relations agency Fuel Communications has won the account for Optus’s consumer and small to medium business accounts.

The announcement:

Leading independent, award winning PR agency, Fuel Communications has kicked-off 2013 with strong growth following its appointment as Optus’ consumer and SMB public relations agency and the addition of four new consultants to its team.

After a competitive pitch process, Fuel is now working with the Optus Corporate Affairs team to develop a consumer PR strategy that supports key business initiatives, with a focus on consumer lifestyle, national, metro and regional media. Fuel will also work across Optus’ sponsorship properties and major integrated campaigns.

A separate competitive pitch for Optus’ SMB portfolio was won by Fuel last week and will see Fuel roll out a 12 month program to position Optus SMB as a trusted advisor to small businesses.

Fuel is not new to the Optus business, having handled its regional communications program since 2011. In addition to a number of corporate projects, Fuel helped Optus launch its 4G network in September 2012. The “The Optus Fast Four” campaign brought together four of the world’s fastest record holders to build consumer awareness of the new network offering.

Managing Director of Fuel Communications, Mandy Galmes said, “Our strategy is to grow the business with clients who value our strong insight, creative thinking and no nonsense approach. And, importantly, we want to partner with brands that provide innovative and challenging work for our team.

“The Optus win is extremely exciting. As one of Australia’s leading brands, there is an enormous amount of scope for PR campaigns that centre on brand engagement. We look forward to working with Optus as it transforms into a customer centric business and challenges the traditional perception of telcos in this market,” Galmes said.

The Optus win caps off a strong new business streak for Fuel with several wins in both the consumer and B2B spaces. Most recently it won the Mi9 account which sees it supporting the company’s 80+ sites such as ninemsn, Nine News, Wide World of Sports, The FIX, The Australian Women’s Weekly, Grazia and Woman’s Day – to name a few.

To support its growth, Fuel has recruited four new consultants this year and is currently on the lookout for an ambitious, tenacious Account Manager with strong media relations experience as well as digital capabilities.

Source: Fuel Communications press release

Optus restructures consumer marketing division

Optus has announced it will restructure its consumer marketing division as part of a wider shake up that will likely see the company shed jobs in its marketing, IT and networks divisions.

The changes sees Optus move its mobile and services development functions away from marketing to its customer division.

Optus is also creating a dedicated brand and marketing communication group which will report to consumer CEO Kevin Russell. Read more »

Optus: ‘brace yourself’ for the new 4G network


Optus has kicked off an ad campaign to promote its new 4G network.

Created by M&C Saatchi ,the campaign follows the brand’s ‘Its Possible’ positioning, unveiled last April.

Comprising of print, online and outdoor executions, the ads feature different characters being blown away by the power of a glowing yellow cube with tagline ‘Brace Yourself’.

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Optus releases third instalment around “It’s Possible” positioning

Optus has launched a campaign to promote a new range of post-paid mobile plans around unlimited mobile voice calls and SMS.

The TVC is the third instalment of the telco’s “It’s Possible” positioning, unveiled in April with agency M&C Saatchi.

The spot features the return of the yellow cubes, used in previous campaigns to represent the network of family and friends.

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Optus: we think broadband is important

Optus has released the second in a series of ads that reposition the telco as a major broadband provider with the slogan ‘It’s possible’.

The ad features a digitised blonde woman holding a yellow cube – a symbol that denotes the Optus network.

An animal doesn’t feature in the ad until the closing frame, when a bear makes deliveries of the yellow Optus cubes.

The visual effects were by Fuel VFX, the ad created by M&C Saatchi.

Anthony Shiner, Optus director of fixed, said in a press release: Read more »

Ex Optus marketer goes to court

Former Optus marketer Kerry Morrison has launched a legal action against the company alleging she suffered bullying within a “dysfucntional culture”, the Sydney Morning Herald reports.

Morrison was head of digital marketing, sales and service. Before that she spent a stint as marketing director at group buying site Cudo and prior to that was GM of marketing communications at Vodafone. Read more »

Optus goes lighter on animals in new ‘It’s possible’ ad

A digitised woman wearing only a petticoat, wandering through dark city streets searching for her lover, is the centre piece for a new brand campaign for Optus.

The idea behind the ad is that Optus brings people closer through its technology.

Though human beings dominate the ad, the telco has not turned its back on animals. A fish, an octopus, a dog, a kangaroo and a rhino make an appearance in the ad.

The yellow cube in the ad represents the Optus network, which transports the girl from Shanghai to her lover in Canowindra, New South Wales.

The agency behind the campaign was M&C Saatchi, which retained the business after a marathon 10-month review in March.

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Optus retains M&C Saatchi, dumps MPG; MPG boss: ‘No question of the MPG brand stopping its operations in Australia’

One of the longest pitches in recent memory, Optus, has ended in relief for ad agency incumbent M&C Saatchi and misery for MPG, which has lost the media business after nine years of service.

However, the pitch, which lasted ten months and cost agencies an estimated 8,000 man hours, will not mean the end of the MPG brand in Australia, a Havas spokesperson has told Mumbrella.

MPG, whose staff and clients resourced the re-launch of Aegis Media agency Vizeum in January, is 80% owned by Aegis and 20% by Havas, the French communications group that fully owns the MPG brand in other markets.

Havas Media’s Asia Pacific CEO Vishnu Mohan told Mumbrella: “There is absolutely no question of the MPG brand stopping its operations in Australia. We are a global network with a presence in 122 markets through the brands that we have across mainstream media, digital, mobile and sports & entertainment.” Read more »

Deadbeat Dads wins Optus One80 Project

A trailer for a one-hour drama has won the One80 Project for 2012.

Deadbeat Dads, directed by Ben Mathews, co-written and co-produced by Kent Pearson and Shelley McLaren, swept the competition, winning all three major awards; Judges’ Choice, the Public Vote and Best Student Entry last night at Moonlight Cinema.

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Sydney Mardi Gras teams with Optus and mixitup

The Sydney Gay and Lesbian Mardi Gras has assigned Optus to be the official digital rights partner to produce video programming of the parade, behind the scenes and festival highlights for mardigrastv.org.au. The concept and partnership was devised by independent brand entertainment company mixitup.

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