CommsCon: How the FIFA Women’s World Cup helped Optus reclaim its brand
After a colossal data breach threatened to topple the mighty telco, Optus rose from the ashes via a campaign embodying empowerment, possibility, hope and inspiration – tied together with the 2023 FIFA Women’s World Cup.
Speaking at Mumbrella CommsCon last week, Clive Dickens, vice president, TV, content and product development at Optus, unpacked the telco’s journey as a major proponent of women’s football in a time when the company’s reputation was in the gutter.
“This was an incredibly phenomenal platform to obviously rebuild our brand of what had been a very difficult 12 months for our customers after the cyber-attack,” Dickens admitted, referencing the aforementioned breach that made a major dent in the organisation’s brand value.
