Campaign Review: Optus’ missing charm, Telstra’s tiny budget and LG’s self-indulgent ad
Mumbrella invites the industry’s most senior creatives and strategists to offer their views on the latest ad campaigns. This week: Eardrum’s founder, Ralph van Dijk and Nadia Ahmad, senior creative at BMF, offer their views on Optus’ missed opportunity, PayPal’s lazy executions, Telstra’s lack of production budget, LG’s self-indulgent ad and Westpac’s disconnected radio campaign.
Brand: Optus
Agency: Optus
The Verdict: A stock standard corporate apology which missed the mark
Ralph van Dijk, founder, Eardrum, says:
Van Dijk: “They’ve ended up where they should have started”
“It’s hard not to get drawn into the broader debate about the strategy Optus took from the outset. In my opinion, they’ve ended up where they should have started; offering free access to help ease the broader population into the behavioural change of watching live sport on something other than their TV. Even as an avid Liverpool supporter, it took me a season and a half before I finally caved and took out an Optus contract in order to access the Premier League.
