‘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.
Credits
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
Excellent work, great brand evolution, brilliant creative idea, emotive storytelling – so refreshing. At a time when brand marketing is seen as a luxury it’s great to see a bold spot that doesn’t end with a forced retail call to action. Nice work to all involved.
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I love that Optus ad that shows all those remote places that are now a ‘Yes’ for Optus.
Beautifully shot and simple.
But it also reminds me that prior they were a ‘No’. And lots of us still live in Optus ‘No’ regions.
So, it’s a ‘No’ from me.
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It took a while to get there and unusually I suspect the 30 will be better than the 90, but good job. It’s the first time I’ve seen the Optus yes premise brought to life for a while. Feels like it’s got legs too.
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Love this! Fresh brand proposition and clever story telling. Well done to all involved.
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What she said ^^ This is excellent.
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I don’t often make positive comments on Mumbrella.
This is an exception.
Very, very nice work. Great way to go back to the brand’s core in an authentic, positive way.
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nice work…great job to all concerned
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Good ad… for Hot Wheels.
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When the marketing department takes over. Optus still looks to fleece it’s customers through deliberate policies designed to grab sandal and large amounts from random unlucky people each month. But sure, let’s all watch a video about kids and racing cars and over look all that.
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Agree. Lost me for a while (especially with the cliche of half pyjamas and half suit – YAWN) but delivered actually really well at the end. Good save.
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Peter;
Happy to take up your concerns directly. I am certainly concerned about your perception or experiences with us.
Please feel free to email me at melissa.hopkins@optus.com.au
Whilst the above view is absolutely not our intent – feedback is a gift, so keen to put your concerns right.
Best;
Mel
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It’s beautiful. Great soundtrack. Lovely bit of storytelling.
But where’s Optus in this? It could be a Vodafone ad. Or just about any other service you care to jam in there.
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Punchy, exciting, captivating and beautifully shot. Deftly hits the right chord with its uplifting storyline rather than being a prosaic sales pitch. Love the classic Australiana mood captured by the retro blond brick apartment block and the nods to the unique times we are living in.
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