Optus’ EPL plans will lead to short-term conversions and long-term resentment

AlexBy forcing English Premier League fans sign up to one of its packages Optus has got it horribly wrong and damaged its reputation in the process, argues Mumbrella editor Alex Hayes.

“Extortion”, “a gun to the head of fans” and “anti-competitive” are probably not the words Optus was hoping for when announcing its plans to broadcast the English Premier League.

But what did it expect when customers who currently pay $50-per-month to watch the league – and many other sports besides – are told they will have to pay at least $85 and switch to a service they may not want or be able to get? Read more »

Optus goes on conversion offensive by making EPL streaming available only to customers

Optus is set to try to force fans of the English Premier League to sign up for one of its mobile internet services, announcing a new suite of apps and channels to watch the matches on.

optus EPL sign up pageThe telco surprised many in market by stealing in to take the rights to the football league from Fox Sports for around $60m per year, with many observers asking whether the telco could recoup that cost.

It appears the company is set to try to do that by forcing fans to subscribe to one of its home broadband or mobile plans in order to access the games, with anyone paying less than $85 per month for a plan being made to pay an additional $15 per month to access the games. Read more »

Optus appoints We Are Social to manage social media activity following pitch

yesoptus_LogoOptus has appointed We Are Social to manage social media activity following a competitive pitch process.

The appointment of the social agency follows on from the telco shaking up its agency roster in January, appointing Big Red, M&C Saatchi, The Works, Emotive, With Collective, AKQA and Thrive PR.

We Are Social will develop social campaigns and content for Optus’ consumer and small and medium business (SMB) functions. Read more »

Optus puts celebrities into service as it drives data-free music streaming offers

Optus backing new music offer with big budget

Optus has launched a series of new content pieces to support its move into data-free music streaming featuring international superstars and up and coming local acts.

The offer, launched last week, will allow pre-paid customers to stream music data-free from established services such as Spotify, Guvera, iHeartRadio, Pandora and Google Play.

The new campaign was launched through social media this week from content agencies Emotive and Bring, with one ad featuring Macklemore and Ryan Lewis walking to the stage as a fan makes her way into the concert venue. Read more »

Optus signs 10-year deal to support Australian Paralympic Team, furthering sports focus

Optus announced employee, cyclist Matthew Formston, as an ambassador

Optus announced employee, cyclist Matthew Formston, as an ambassador

Optus has announced it will sponsor the Australian Paralympic Team for the next 10 years, building on its existing deal with the Australian Olympic Committee.

The move continues the telco’s relentless drive into the sports space after its deals with the English Premier League and Cricket Australia.

As part of the new sponsorship, Optus employee and Paralympic hopeful Matthew Formstom will become an ambassador for the brand’s Relentless Improvement campaign launched earlier in the year with world record-holding sprinter Usain Bolt. Read more »

Foxtel counters Optus’ EPL push by adding new BeIn Sports channels to sports pack for free

bein sports logoFoxtel has moved to shore up its sports offering weeks before it loses the English Premier League from the platform to Optus by striking a deal with BeIn Sports to offer three new HD channels for free to sports subscribers.

The move sees BeIn, which is currently a $20-per-month extra subscription for one standard definition channel, move into the main sports pack alongside Fox Sports and ESPN. It also adds a slew of international football rights including Champions League and the upcoming European Championships to the Foxtel offering.

The May 15 launch date for the new channels is also the final day of the English Premier League season, giving Foxtel the chance to heavily cross-promote the new football-rich offering to its subscribers in what is expected to be a large marketing campaign.  Read more »

Optus and Uber announce exclusive partnership

Optus has signed an exclusive agreement with Uber which will see the the two organisations collaborate to deliver a range of experiences and exclusive offers, as well as the introduction of Uber as a business travel resource for Optus employees.

The announcement:

Read more »

Optus unveils Premier League plan, strikes deal with SBS, launches 24/7 football channel

Optus has unveiled the details of how it plans to deliver the English Premier League to consumers, signing a deal with SBS to sub-license games.

As part of the deal with SBS Optus will get access to the FIFA World Cup.

As part of the deal with SBS Optus will get access to the FIFA World Cup.

The deal sees Optus also full coverage of the FIFA World Cup, while SBS will secure a Saturday match of the English Premier League.

Optus has confirmed it will launch what it says is Australia’s first ever 24/7 football channel dedicated exclusively to the English Premier League, and carried on Optus’ subscription TV platform, Optus TV with Fetch. Consumers will be able to access the channel via a new, mini set-top box similar to the Telstra TV product and on mobile.  Read more »

Optus denies plans to change name to Yes

optus yesOptus has said it has no plans to change its name to Yes after reports claimed it has been testing the proposition with focus groups.

While Yes has been the strapline for the telco for the past decade, Fairfax Media has claimed the telco has conducted market research into changing its name to Yes which showed positive sentiment towards the move from the public.

But this morning Optus told Mumbrella it has “no plans” to change its name, after trademarking a number of properties including Yes TV, Yes Crowd and WiFi Talk Yes.

According to the report the telco is also readying a “massive” marketing push which will centre on its recently-acquired English Premier League rights, as it looks to increase sign-ups to its broadband services. Read more »

Optus unveils new ‘Relentless’ campaign starring Usain Bolt with content series and TV ads

Optus has launched its new campaign to talk about how much work it does on its network starring Usain Bolt in a branded content series and a new TV ad which went to air on Sunday.

The first in The Relentless Series of videos looks at the life of the six-times Olympic gold medallist, featuring scenes of the Jamaican superstar speaking to camera as well as his parents about what drives him.

The content push comes six months ahead of the Rio Olympic Games, where Bolt is favoured to defend his titles. Optus is signed on as a sponsor of the Australian Olympic Committee, while the company is also looking to promote its sporting credentials after signing rights deals with Cricket Australia and the English Premier League.

Read more »

The Duplass Brothers struggle to make Cash by Optus TV ad in new content series for telco

Optus has again turned on the content tap to promote its new, contactless payment service, Cash – this time following the Duplass Brothers as they create a new commercial for the product for the telco.

A trio of new, lighthearted videos feature filmmakers Jay and Mark Duplass, who made the film The Skeleton Twins and TV show Togetherness, as they struggle to come up with good ideas to convey the message in a TV commercial hours before it is due to be submitted.

In recent months Optus has eschewed big TV campaigns for more data-led, longer-form content approaches, with the new work channelling the ‘anti-ad’ mentality of Optus’ Ricky Gervais work from last year.

Read more »

Optus signs with Stan to offer bundle deal

Optus has signed a deal offering three months free Stan.

The announcement:  Read more »

Optus teams up with Uber to deliver umpires for backyard cricket matches on Australia Day

Optus is the latest brand to tap into the latent marketing potential of Uber, and is set to send dozens of umpires out to keep the peace at backyard cricket matches on Australia Day.

The two brands are promoting the push with a video featuring legendary umpire Billy Bowden promoting the official ‘backyard cricket rules’.

Read more »

AKQA to service Optus account from the US

AKQA-Logo.svg-1Digital ad agency AKQA is not setting up an Australian office despite winning a spot on an expanded Optus roster.

While it is understood the WPP-owned agency has been looking at opportunities in Australia for some time, it has confirmed to Mumbrella it will use its San Francisco office for work for the telco. Read more »

The lessons for community moderators from how Optus’ Dan responded to racist comments

Optus’ Facebook community manager ‘Dan’ has garnered national headlines for politely schooling racists angry about the telco’s multilingual signage with the incident proving the importance for brands to respond to negative comments on social media.

Optus was inundated with a barrage of complaints on its Facebook page in response the telco’s Arabic signage in Casula Mall – which were pulled by Optus after threats were made to staff – to which its social media team member ‘Dan’ responded to with class, respect and, most importantly by not giving an inch to the angry commenters.Dan Optus
Julie Delaforce, general manager of Quiip, a company that offers 24/7 community manager and moderation, told Mumbrella the Optus case proves the importance for big brands to reply to interactions from customers on social media. Read more »

Optus’ new roster: Why these agencies? Where are the brands headed? What does it mean for a new CMO? The impact for Telstra

Yesterday afternoon saw Optus reveal one of the biggest agency reshuffles in recent memory.

Two agencies have lost their biggest client. Others face a battle for every piece of work. And the winners are now gearing up for hiring sprees.

The make-up of the roster, which also covers sister brand Virgin Mobile, sends significant signals about the future direction of marketing in the country – and Optus’s ambitions as a media owner in its own right.

optus yes

In this special report, Mumbrella’s editorial team – Tim Burrowes, Simon Canning, Nic Christensen, Alex Hayes, Suzan Ryan and Miranda Ward – analyse the key issues raised across the fields of advertising, media, PR and marketing. Read more »

How the Melbourne Stars landed Optus as its major sponsor in under 24 hours

The Melbourne Stars may have set a new record, in turning a suddenly empty prime piece of sponsorship real estate into a long term partnership in just 24 hours, following the collapse of its Dick Smith deal this week writes Simon Canning. 

With four games left in the 2015-16 Big Bash League season, the Stars seemed almost certain to have been left with a gaping hole on the front of their uniforms and an even more troubling hole in their accounts, after the shock move into receivership by the electronics brand. Read more »

Big Red the big surprise in Singtel shake-up of Optus and Virgin Mobile rosters


Optus and Virgin Mobile have finalised their creative, PR and media pitches with Big Red the surprise appointment to the Optus account.

UM will take over media buying for both of the Singtel brands, with M&C Saatchi retaining a place on the creative roster. Whybin\TBWA will take the Virgin Mobile account while independent agency With Collective has won a spot on both rosters alongside content agency Emotive.

Optus is moving to a broader creative roster with the other agencies on the books being Big Red, The Works, Emotive, RE and UK-based AKQA. Read more »

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