Delta Goodrem and Jason Donovan star in latest Optus campaign, via Emotive
Optus has launched a new initiative, letting Aussies try its mobile network for free for seven days, and has enlisted the help of Aussie singers Delta Goodrem and Jason Donovan to spread the word in a new campaign from Emotive.
In a bid to show the telco’s confidence in its mobile network, the initiative is the first of its kind in Australia, where non-Optus customers can try before they buy, with no commitments or payment details required.
“We’re inviting Australia to experience our award-winning network free for 7-days. No commitment, no credit card, no catch. That’s how confident we are in our network coverage and speed,” said Cam Luby, head of consumer marketing at Optus.
“This campaign marks a change in our stance in the market, and it will be the first of many to come. Optus is on the front-foot delivering the kind of innovation and energy consumers desperately need from this category. We’re proud of the product, proud of the work, and we had a lot of fun making it.”
Although it may sound to good to be true to some, which Optus and Emotive acknowledge, the ‘No Catch’ campaign shows there really is no catch to the initiative – not even if you were, say, Delta Goodrem’s assistant or Jason Donovan’s flatmate.
“When an offer comes up that’s too good to be true, you can’t help but think ‘what’s the catch’,” said Darren Wright, group creative director at Emotive.
“With The Optus Network Trial there isn’t one. A beautifully single minded idea. One, we’ve been working closely with Cam and his team that taps into its challenger spirit. And, with the help of Delta Goodrem, Jason Donovan, an artichoke, a wedding dress and the mighty Ariel Martin and scoundrel crew we’ve done it in a really fun way that we think people are going to love.”
Goodrem said: “I loved getting creative with the team and coming up with the campaign – no catch from Optus, other than the artichoke song likely getting stuck in your head.”
Donovan added: “When Optus asked what the hardest part about being my flatmate would be, I said it would probably be living with my obsession and my shrine, and they said yes that would be quite hard, let’s make it the catch for our no catch campaign – Australia will love it.”
The campaign has rolled out nationally across TV, cinema, OOH, digital streaming, YouTube, TikTok, Instagram, and in-store channels.
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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I like.
It’s fun, and it is a starting point to move away from the last two years of negative narrative around Optus
Good work, Cam and Marketing team
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