‘It starts with yes’: Optus introduces new brand positioning

Optus has revealed its new positioning, ‘It starts with yes’, in a campaign set to inject a sense of optimism and possibility back into the brand.

Mumbrella understands the new platform is the result of the project pitch that was opened in January. The new campaign comes from Special Group New Zealand and is the first work following the pitch.

In the launch film, children living in an apartment block plan an elaborate racetrack over video chat, that crosses kitchens, stairwells and makeshift home offices. It then rewinds to one boy asking another ‘I have a plan want 2 talk’, communicating that the greatest moments in history all started with the word ‘yes’.

The ad is set to the B52’s track ‘Rock Lobster’. The campaign’s body of work was produced during COVID-19 abiding by restriction advice.

The campaign and new positioning are grounded in Optus’ longstanding ‘Yes’ brand mark.

Special Group NZ CEO and CCO, Tony Bradbourne, wanted to explore what ‘Yes’ can lead to in the new work.

“Optus ‘Yes’ is one of Australia’s most recognisable brand marks, second only to the Qantas kangaroo. We wanted to bring a little bit of new meaning to it, by exploring what saying ‘yes’ can lead to,” he said.

Melissa Hopkins, Optus head of marketing, wanted to refresh the brand positioning and reintroduce the sense of optimism that the word ‘Yes’ represents.

“The ambition of our new campaign is simple: we want to embody the essence and attitude of what ‘Yes’ represents. As we all know, having the optimism and commitment to say ‘yes’ is the start of new possibilities and real change,” Hopkins said.

“Since the beginning, optimism has always been the driving force behind what we do on a daily basis at Optus. It all starts with believing in better and then making it happen, which is what we have aimed to achieve with the various campaigns we rolled out during COVID-19 as well as our Donate Your Data initiative; all of which contribute to taking our customers’ experience to new heights.”

The campaign kicks off a larger body of work that has been created by Optus’ partner agencies. This first stage will be supported by film, out of home, online and print, broadcasters and social platforms, and will tell a range of stories about what it means to have a ‘yes’ mindset.

Hopkins added: “The TVC is part of a larger program of work developed in partnership with a number of our agencies, aimed at clearly defining what ‘yes’ means for our customers, underpinned by clear and compelling reasons to choose us. An approach built from our new corporate strategy, purpose and vision.”

Since the COVID-19 pandemic began, Optus has launched an animated campaign for its Donate Your Data initiative, a Tiktok dance challenge celebrating Australians reconnecting as restrictions eased, and an ad featuring a camping trip-come-movie night to introduce its new data plan.

Optus also ran the G’Day A Day campaign, showing prominent Australians checking in with one another over video call, and ending it with a chat between Julia Gillard and Ariana Huffington.

Mumbrella understands Optus’ creative roster was not affected by the pitch. Optus’ creative roster includes TBWA Sydney, M&C Saatchi Sport and Entertainment, Emotive, Big Red, the M&C Saatchi-owned Re, and Optus’ internal agency Yes Agency. Bear Meets Eagle on Fire also works on creative projects for the business.


Client: Optus
Agency: Special Group New Zealand, UM, RE, Yes Agency & Emotive
Production Company: FINCH
Director: Christopher Riggert
Editor: Jack Hutchings
Colourist – Ben Eagleton
Post Online – Black Bird VFX
Sound Design – Rumble
Casting – Stevie Ray, McGregor Casting


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