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.
The campaign developed by M&C Saatchi in Sydney will run across TV, digital, social, press, out of home, and radio, and has been tailored to fit each medium. For example, Fairfax’s Good Weekend headline this weekend was, “Hello Weekend, (or as we like to call it, 2,880 minutes)”.
Nathan Rosenberg, head of brand at Optus, said in the announcement: “We’re bringing ‘yes’ back to the core of everything we do. We want to be better for our customers by giving them easier to understand plans with fairer charges.”
M&C Saatchi executive creative director Ben Welsh said the campaign and new look and feel for Optus was more than a creative challenge. “It was about a philosophy of customer service,” he said.
“Borne from a highly collaborative process, all three parties: M&C Saatchi, our branding specialists Re, and Optus worked seamlessly to get this charming new presence across the line. Charm, wit and a little yellow character with stick legs.”
I’m enjoying the Optus rebrand and now the campaign roll out. All very nice work and I think it will be highly effective.
One thing that is starting to annoy me, and not just with this campaign, is the new “search for …” call to action.
This is a great example of why it’s stoopid. I did just what they said and the first suggestion on Google was a page on the Optus site that contained the terms and conditions. As a bit of a SEO dude in a former life, I know why this was the case … the mention of Optus, My, and Plan were many … so Google suggested the page.
Yes, the page they probably wanted to get me to was the second in the list but why are people taking this risk.
Why not just say optus.com.au and make sure the campaign is front and centre.
I am wondering how long before someone GoogleJacks on of these ‘just search for … ” calls to action … in fact I might do it now 🙂
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No more animals? Nice reduction in production costs. Not to mention the hours of deliberating wondering how animals are going to be incorporated into a promo.
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The logo and treatment is identical to the multi award winning Macmillan Cancer Support UK design, which was designed by Wolff Olins in 2008 – http://www.wolffolins.com/work.....er-support
Hmmmmmmmm!?!
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The tone, look & little bubble guy actually make me quite happy, and the actual plan kicks a bit of arse. Well played Optus.
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Wow. this optus campaign continues to stun me with it’s absolute crap. this “declaration of yes” has them saying nothing new at all, they arent saying yes to lower prices, they aren’t saying yes to giving customers better value. They are simply just changing their logo and hoping to fool people. I was looking at their plans before they rebranded, and I look at them now after this rebranding and they are exactly the same, ask for a better deal “no”
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Isn’t that almost exactly the same annoying little character from the Woolworths ads?
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Lighten up losers. This ad takes itself a lot less seriously than you do yourselves, and that’s pretty refreshing for a telco.
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