Optus recruits Ricky Gervais for Netflix push as company tells people ‘Get watching’

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.
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Optus to offer free six month subscriptions to Netflix as streaming war heats up

Screen Shot 2015-03-11 at 9.46.03 amAs 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 appoints The Works to direct marketing account moving it from M&C Saatchi agency

Optus logoOptus 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.”

For The Works the win follows the agency picking up the creative account for online real estate brand Domain in August.

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.”

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OgilvyOne picks up Optus Business account

yesoptus_LogoOptus has appointed customer engagement agency OgilvyOne to its Business account following a competitive pitch.

The telco put its Business account up for pitch last month after pitching its direct marketing account in September.

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.

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Former Optus executive heads up marketing for new New York-based Virgin venture

Nathan rosenbergFormer Optus marketing chief Nathan Rosenberg has taken a senior role with Virgin, based in New York.

He will lead the marketing and brand development on a new venture, believed to be a travel off-shoot of the Virgin empire.

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Optus celebrates Christmas with Josh Thomas and pavlova

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.

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Optus pitches Business account alongside direct marketing account

yesoptus_LogoOptus 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 »

Optus head of fixed product Sue Bailey handed interim marketing duties at telco

SueBaileyOptus head of fixed product Sue Bailey will take over the brand and marketing duties at the telco while a permanent successor is found for Nathan Rosenberg.

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.

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Optus pitches direct marketing putting M&C Saatchi group on alert

yesoptus_LogoOptus has put its direct marketing account up for pitch, Mumbrella understands.

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 wins gold at Sharks

Optus Clever Buoy has picked up two gold for M&C Saatchi at the Kinsale Sharks global awards.

The announcement:

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Optus rescues Josh Thomas from dull party before putting him in a shark cage in new ads

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.

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Former Optus CMO Michael Smith: ‘Our marketing was effective and efficient dribble’

Mike Smith talking at the APPIES in Singapore

Michael Smith talking at the APPIES in Singapore

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 »

Josh Thomas returns in third Optus ad from inside a tablet

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.

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Optus quickly launches next Josh Thomas ad

Optus has unveiled the next instalment in the ‘More Yes’ campaign featuring comedian Josh Thomas with an ad promoting the company’s new ‘Epic’ sim card.

The commercial, set to Lionel Richie’s hit ‘Endless Love’, shows a man in love with his phone and treating it to various romantic gestures. The campaign has been created by M&C Saatchi.

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Optus CMO on plans to digitise the beach, and why they’re moving away from sponsorships

Nathan rosenbergDuring a talk at Cannes Lions Optus chief marketing officer Nathan Rosenberg said the brand wants to digitise the beach, with the Clever Buoy project the first part of that.

Afterwards he spoke to Alex Hayes about the plans for the brand, creating a technology incubator, why they are moving away from sponsorship, and the brand as a “wingman” for customers. Read more »

Optus CMO: Clever Buoy is a brand evolution not an ad campaign

(l-r) Roberta MacDonald (Google), Ben Cooper (M&C), Hamish Jolly (SAWS), Nathan Rsenberg (Optus), Justin Graham (M&C)

(l-r) Roberta MacDonald (Google), Ben Cooper (M&C), Hamish Jolly (SAWS), Nathan Rsenberg (Optus), Justin Graham (M&C)

The Clever Buoy shark detector project has made people “proud to work” for Optus again and is the first step towards the company’s move towards more technology solutions to help people, according to its chief marketing officer.

At a Google Lightning Talk on the project, devised by M&C Saatchi, the telco and Google, chief marketing officer Nathan Rosenberg said they were pulling back from traditional sponsorships and investing more in incubating technical ideas.

Talking about Clever Buoy he said: “This is not an ad campaign, it’s about taking our brand into another place and saying every client should think about what they can do in terms of making things happen, and that’s why work like this will change the world.”

Later he added: “Regardless of whether or not there are media impressions we did it to make the beaches safer. Shark detection in Australia is still done by the eye.

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Optus recruits Josh Thomas to promote More Yes positioning

Optus has recruited comedian Josh Thomas to promote its “live more yes” positioning as it seeks to amplify its ‘Yes’ branding through new price offerings and services.

Created by M&C Saatchi, the new campaign features Thomas – best known for his former role on Ten’s Talkin ‘Bout Your Generation and in ABC’s Please Like Me  – exploring how much Optus would say yes to, including gigantic kittens, a helicopter shot and A-ha’s 80s hit Take On Me.

Optus head of brand Nathan Rosenberg said: “Yes has always been our ethos and now we’re amping it up because life’s better when there’s more of it.

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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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