Optus has tapped outspoken The Voice Kids star Robbie Anderson for a new campaign spruiking its family data pool product, created by Starcom.
The two 15-second TVCs star Scotland-born Anderson, 14, who was a popular contestant on the 2014 season of The Voice Kids Australia spruiking the benefits of the product direct to camera.
Pitch Watch: Optus/Virgin Mobile pitch pressos this week; HCF pitches creative; Telstra’s PR pitch; RACQ creative shortlist down to two
In this week’s wrap up the latest on: Optus/Virgin Mobile, HCF (new creative pitch), RACQ, Telstra (new PR pitch), Simplot, Speciality Fashion Group, Johnson & Johnson and Mercedes. Read more »
The list of contenders lining up for a slice of Optus’ marketing budgets has emerged, with branded content creators Emotive and digitally-centred creative agency AKQA the wildcard entrants in the process.
As Mumbrella revealed in June the telco has been conducting a review of its creative and media accounts which put a number of agencies on alert.
While the telco is entertaining several agencies on its creative roster it is understood the media pitch is a three-way fight between incumbents Starcom, Havas Media and UM.
On the creative side the inclusion of Emotive and AKQA suggests the telco may look to parcel off pieces of the business, or create a deeper roster of specialists to engage on a project-by-project basis. Read more »
It is unclear if Fuel Communications is participating in the pitch process. Read more »
Optus has used a series of social media sourced stunt clips in a new ad aimed at promoting the telco’s data rollover offering.
The 15 second ad, produced by Starcom, features people and animals performing a variety of flips and rolls.
Read more »
Former News Corp and 21st Century Fox marketer Corin Dimopoulos has been appointed head of brand and communications at Optus, in a role that replaces that vacated by Nathan Rosenberg last year.
The department underwent a restructure following Rosenberg’s relocation to the US for a position with Virgin, with Dimopoulos taking the brand element of his Optus role.
Targeted advertising is the holy grail for many in ad land today. It’s all about talking to the right people in the right location.
But commuters at some Sydney rail stations have been left wondering why telco Optus said ‘Yes!’ to sticking ads targeted at the wrong suburbs up at some railway stations.
Like the good folk of Burwood who had an ad targeted at people from nearby Croydon put up at their train station.
The telcos today refused to confirm whether talks have taken place with Netflix, following the conclusion of the Optus partnership, but stressed they are keen to provide the widest and “best” in premium entertainment.
Both will view a partnership with Netflix as a key element of their content offering given the popularity of the service since it launched locally in March.
Optus has recruited comedienne Claire Hooper to spruik its broadband packages in a two minute direct sales ad.
The two-minute long ad, created by M&C Saatchi, sees Hooper – best known for her role the 2008 revival of Good News Week on Ten – presenting a magic show complete with canned laughter to illustrate Optus’ home entertainment bundle.
M&C Saatchi Sydney has nabbed another Gold Lion and Silver Lion for Optus’ Clever Buoy after taking home a Gold Lion for the same campaign in the Mobile category earlier this week.
In awards presentations held in Cannes overnight, the agency picked up the gongs in the Cyber category, with Emotive Sydney also taking home a Bronze Lion for Optus’ Let’s Make an Anti-ad with Ricky Gervais. Read more »
M&C Saatchi Sydney was the only Australian agency to take home a Cannes Gold Lion last night. In other categories, Australia won one Silver Lion and 13 Bronze Lions in the awards presentations.
Optus’s ‘Clever Buoy’ campaign saw M&C Saatchi win the award in the mobile category, while in the same category GPY&R Melbourne picked up a bronze Lion for its Oakley Pro Vision work with Whybin\TBWA Sydney taking home a bronze Lion for its NZ Dronie work for Tourism NZ.
In the Cannes Promo and Activation category, GPY&R Brisbane won a Silver Lion for its Melanoma Likes Me campaign for Melanoma Patients as well as taking home a Bronze Lion for the same campaign. Read more »
Last week Mumbrella revealed Australia’s second largest telco was reviewing its full agency roster as it readies for a closed tender for media and creative in the coming months, putting the likes of M&C Saatchi and Starcom on alert.
Incumbent media agency Starcom is tipped to faceoff against at least three contenders, with a plethora of creative agencies thought to be also vying for the high profile business. Read more »
The move puts agencies including M&C Saatchi and Starcom on alert and is understood to stem from Optus’ parent company Singtel’s contractual set-up requiring it to run the rule over its agency arrangements every three years.
It also comes just two months after Vicki Brady was appointed chief marketer at Optus following the departure of Nathan Rosenberg last year. Starcom was appointed in March 2012 while M&C Saatchi retained its place on the creative roster at the same time. Read more »
Optus is pushing the NBN-like speed of its cable-internet products in an online campaign featuring rapper Siege-A spruiking how fast it is and how consumers can use the product.
Created by creative agency Edge, the campaign ran online across the telco’s YouTube and social media pages.
The Works creative partner Paul Swann and Jack Morton executive creative director Richard Bradley joined Mumbrella this afternoon and discussed the latest crop of ads and issues affecting adland.
Today’s review included the Bible Society’s Anzac Day campaign, work from Optus and Telstra which uses similar ideas and Ford’s aggressive push against Toyota.
The pair will addressed the sensitivities around marketers tapping into events like Anzac Day and discussed the latest issues facing the industry. Read more »
Brady will take the role of managing director, marketing and product, an appointment which comes several months after the departure of previous marketing chief Nathan Rosenberg.
She will be responsible for products and services as well as brand marketing to “unite everything from product development to go-to-market execution”, the telco said.
The latest ad from Optus sees a family home take off and orbit the earth visiting a range of different events and locations, all in an effort to highlight the way its unlimited broadband offering connects users with the latest sport, entertainment and information.
The ad, created by M&C Saatchi, sees members of a family enjoying what the internet has to offer as though their house is orbiting around the world, with the house representing the broadband connection that connects the family to entertainment, sport, information and games.
Featuring special effects by ALT VFX, the ad is set against a score created by Sydney-based composer Elliot Wheeler and ends with the tagline ‘Yes to doing more of what you want, Yes to Optus unlimited home broadband’.
Karen Phipson, director of active consideration at Optus, said: “The Live Unlimited TVC was a real passion project for the Optus team. The brief was to bring to life the limitless possibilities of Optus broadband. We wanted to elevate ‘unlimited’ and tap into the feeling and joy it brings and the places it can take you.” Read more »
Optus brand ambassador Josh Thomas is back and this time he’s sky-diving while he promotes the telco’s 4G Plus network.
Created by M&C Saatchi, it’s the first spot featuring the comedian this year and follows on from several appearances in a variety of ads last year, including the telco’s Christmas ad.