A fox puppet, fairy and enthusiastic grandma star in Optus’ latest campaign, via Emotive
Optus is placing the spotlight on three of its product propositions with a new campaign from Emotive.
They cover three areas that make up known customer challenges – Home Internet, Prepaid and Postpaid. Overall, the campaign was designed to do more than bolster sales “and convert current demand” – it’s meant to be indicative of Optus as a brand dedicated to “delivering great value and challenging the status quo”.
“This work is Optus on the front-foot. Following on from our Network Trial launch in July, we’re showing customers that Optus offers incredible value and simple experiences that are unique in the category,” the telco’s head of consumer marketing, Cam Luby, said.
“This is not about promoting products in lieu of brand, it’s about using our strong product propositions to drive growth and brand together with a focus on customer needs and wants at the core”
The company’s innovative approach to launching the aforementioned products was also repurposed for its advertising strategy.
The platform supports three 30-second films – one for each product and a star character, including a fairy, fox puppet and a highly supportive grandma – in addition to social and creative customised for different channels and formats, made via a TikTok collaboration. At the same time, digital and out-of-home materials amplify the campaign’s reach, along with retail communications from Yes Agency, and UM-supported media.
“We’re picking up where we left off with the Optus ‘No catch’ campaign, with a bunch of products that people will actually like and are genuinely helpful. This campaign sees people in instantly recognisable scenarios and then turns up the entertainment by throwing in a fox puppet, eshay fairy and amped up nana, all beautifully orchestrated by Ariel and the Scoundrel team,” Emotive’s group creative director, Darren Wright, said.
The creative agency’s head of strategy and managing partner, Michael Hogg, added: “With three products that deliver on the brand strategy, the advertising part gets a lot easier. Offers like Unlimited Data on Weekends and Early Phone Upgrades are disruptive, compelling and represent great value, so they’re not only sales drivers, they communicate Optus’ re-found challenger spirit. We just made them as unmissable as possible.”
The campaign enters the market on October 10.
The work comes days after Optus launched its ‘We’re All In’ platform – a campaign dedicated to highlighting the telecommunication organisation’s commitment to upholding small businesses.
CREDITS
Client: Optus
Head of Consumer Marketing: Cam Luby
Director, Product & Channel Marketing: Akshay Sardana
Senior Brand Manager: Prue Cope
Creative: Emotive
CEO: Simon Joyce
CSO & Managing Partner: Michael Hogg
Group Creative Director: Darren Wright
Creative Directors: Kat Topp and Paul Sharp
Client Service Director: Andrea Dalton Doran
Account Director: Aoife Lehane & Vikesh Mistry
Head of Fame: Ashleigh Bruton
Strategy Director: Gerad Petherbridge
Head of Production: Hayley-Ritz Pelling
Lead Producer: Sophia Del
Senior Producer: Rosie Parker
Designers: Dan Mortensen & Eunice Nie
Senior Producer (social): Savannah Anseline
Creatives (social): Lucy Karsai and Al Hill
Editor (social): Sam Gadsden
Dispatch Manager: Rebecca Love Williams
Production: Scoundrel
Director: Ariel Martin
Executive Producer: Adrian Shapiro
Producer: Helen Morahan
Production Manager: Jo Black
1st AD: Jeremy Fitzgerald
DOP: Danny Ruhlmann
Grip: Ian McAlpine
Gaffer: Matt Hoile
Production Designer: Michael Icano
Costume Designer: Matt Stegh
Hair and Makeup: Briar Wilkins
Casting: Citizen Jane
Stills Photographer: Ingvar Kenne
Post Production: ARC EDIT
Post Producer: Kani Saib
Senior Editor: Phoebe Taylor (Postpaid & Home)
Senior Editor: Drew Thompson ASE (Prepaid)
Colourist: Billy Wychgel
Online: Viv Baker and Stu Bedford
VFX: The Machine Room
Sound: Rumble Studios
Executive Producer: Michael Gie
Producer: Irene Kakopieros
Sound Designer: Daniel William
Music: Resonance
Media: UM
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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