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.
Optus has recruited British comedian Ricky Gervais to promote its Netflix partnership – with the actor scripting a fronting the new ads spruiking its unmetered streaming of the service.
They have been created by APN News and Media’s new content marketing arm Emotive in collaboration with M&C Saatchi and Fuel Communications, and show the actor and comedian doing two monologues to camera, with one boasting how much he was being paid to do it and how little effort he was willing to put in.
It comes as Netflix overnight launched a new teaser ad on its own social channels created by We Are Social which showcases some of its properties and ends with the tagline “Get Watching”.
Karen Phipson, director of active consideration at Optus, said: “There is no more appropriate talent in the world than Ricky Gervais to promote our partnership with Netflix.
Read more »
As the streaming and telco wars heat up Optus has fired a major salvo at its rivals, announcing it will give new and existing customers a free six-month subscription to global streaming service Netflix with bundles of mobile or fixed-line internet packages.
The deal comes just weeks ahead of the formal launch of Netflix in Australia, with the global streaming giant confirming it will provide a dedicated Australian offering from March 24.
Allen Lew, Optus CEO said in a statement: “With our subscription offer, we’re giving customers all the entertainment they need in the one place, and the freedom to watch what they want, when they want it.” Read more »
Optus has appointed The Works to handle its direct marketing account after putting it out to pitch in September, moving the business from lead creative agency M&C Saatchi’s Lida division.
Kevin Macmillan, creative partner at The Works said: “Optus are ambitious and smart. This is a brilliant opportunity for us and one we know will bring out the best in The Works.
“We will be exploring every opportunity to create different innovative ways of communicating, because staying relevant to customers and getting the content mix and timing right is crucial. We’ve invested in some strategic initiatives recently which have provided us with some really useful tools – and we plan to put them to use for Optus.”
Optus head of brand and communications Sue Bailey said: “We are excited to be working alongside a partner with strong strategic thinking and a creative approach that will help Optus drive customer engagement, advocacy and business results.”
David Caspari, VP products & ICT for Optus Business, said: “Throughout the tender process we saw a number of high quality presentations. OgilvyOne’s ability to apply strategic thinking in a fast changing technology environment coupled with their depth of understanding of the B2B sector were differentiators for us. We welcome them on board at what is an exciting time for our business.”
Mumbrella understands a similar list of agencies were pitching on both accounts, including Naked, M&C Saatchi’s Lida, The Works and Archibald Williams.
He will lead the marketing and brand development on a new venture, believed to be a travel off-shoot of the Virgin empire.
Optus has rolled out its Christmas campaign featuring brand ambassador Josh Thomas in a spot that throws back to the telco’s ads to date using the comedian.
The spot, from M&C Saatchi, sees Thomas walking around the streets of a city filled with simple Christmas decorations while he talks about a more elaborate Christmas-themed spot referencing several other spots from the series, with the final shot ending on an Optus billboard featuring the various scenarios he has been talking about, and with him holding a pavlova.
Launched over the weekend, the campaign will run until December 14.
Optus has put its Business account up for pitch, with creative agencies involved in a separate pitch for the telco’s direct marketing account in contentiuon, Mumbrella understands.
Optus Business focuses on developing the telco’s information and communications technology (ICT) proposition of delivering end-to-end services that support its business and enterprise partners.
An Optus spokesperson confirmed the pitch, telling Mumbrella: “Given our ICT priorities, we are conducting a competitive pitch to support a number of direct marketing campaigns scheduled for 2015.” Read more »
The company said an “extensive executive search” is underway for the brand and communications role vacated by Rosenberg, who left at the end of October, with Bailey appointed on an interim basis.
A number of agencies, including incumbent M&C Saatchi which is understood to have its Lida unit vying for the account, are understood to be interested in it.
Lida, which is part of the M&C Saatchi group, opened in Australia in June, with M&C folding its existing digital, data and direct business, Mark, into the new company. Read more »
Optus Clever Buoy has picked up two gold for M&C Saatchi at the Kinsale Sharks global awards.
Optus has unveiled two new spots in its campaign fronted by comedian Josh Tomas, promoting the telco’s offer to switch customer’s credit and its pre-paid plans charges.
Created by M&C Saatchi, the spot promoting Optus’ offer of credit for customers when they switch across to the telco sees Thomas at a boring party asking if “you’re in a place that’s holding you back?”, before a helicopter dramatically “rescues” two party goers and drops them at a more exciting event.
The second ad which promotes its pre-paid plans which charge customers for the days they use their phone sees Thomas speaking directly to camera from a shark cage.
The former CMO of Optus has said the telco’s marketing was “effective and efficient dribble” some years ago, and the brand is now attempting to reconnect with consumers through storytelling.
Michael Smith, who left Sydney for Singapore to move into the chief commercial officer role at Optus’ parent company SingTel almost two years ago, told the audience at the APPIES event in Singapore on Saturday that while Optus’ price-led marketing had been effective, it had pushed Australians away from the brand.
“Around the year 2010, we got into effective and efficient dribble. Of all of our advertising, it was the most effective. But it did nothing for the brand. Our messaging went through the floor,” Smith said.
“We played this sort of advertising through the night and day, and it drove results. We knew exactly how many calls and clicks we generated and we thought, wow, this is awesome,” he said.
A slide Smith presented showed the decline of Optus’ marketing budget from 2000 to 2013, and the decreasing use of traditional media in its communications. Ad spend on Optus has fallen from $120 million in 2000 to $80 million in 2013. Read more »
Optus has rolled out its third ad from comedian Josh Thomas who became the new face of the telco brand three weeks ago.
The ‘Yes’ brand campaign which introduced Thomas as brand ambassador launched earlier this month and was followed by a spot promoting the telco’s ‘Epic’ sim the following week.
In the new M&C Saatchi ad, Thomas appears via a commuter’s Samsung tablet device to promote Optus’ option to share mobile data across multiple devices.