Optus partners with Australian Grand Prix 2023
Telecommunications company Optus has partnered with the 2023 Formula 1 Rolex Australian Grand Prix, with the brand’s chief of optimism and race driver Daniel Ricciardo as the face of activation activities.
The partnership will see Optus leveraging in-event and F1 precinct branding and engagement opportunities with a bespoke Optus pit-lane suite.
Meanwhile, the brand will also provide an OPTU5G VR Track Tour, giving the audience the opportunity to take a virtual tour of Albert Park with Ricciardo.
Ricciardo said: “It’ll be the first race I’ve attended in the 2023 season, and I’m excited to be back in the Red Bull Racing garage in my new role. I’ve been spending time in the simulator back in the UK so I’m looking forward to seeing the car in action.
“I have a busy weekend getting stuck in with the team on everything from engineering to activations. I’ll also be spending some time with Optus as their chief of optimism, meeting some of their new faces and key customers, and planning our activities for the year ahead.”
In addition to Ricciardo, Mobil 1 Optus Racing and Supercars Championship driver Chaz Mostert will also participate in the fan engagement component.
Optus’ managing director of marketing and revenue, Matt Williams, said: “Just like our 5G network, Daniel and Chaz embody the Optus ethos of speed, innovation and performance which makes them the perfect partners to work with on this grand-scale racing event in Melbourne.
Optus suffered a major cyber attack which saw customer data breached in late 2022. As a result of that the brand put a halt on all marketing spend while it dealt with the fallout. Following the cyber-attack Optus suffered a 19% fall in brand value to $3.3 billion, according to the Brand Finance Australia 100 ranking.
This is one of the first major sports sponsorships Optus has announced since then. The brand was also one of the premier partners in Sydney World Pride.
“Optus is planning an experience like no other for fans that will be sure to wow the crowds and leave a lasting impression, building on its ambition to become Australia’s most loved everyday brand with lasting customer relationships.
The company will also launch integrated campaigns around the F1, including broadcast advertising on Channel 10 and Fox Sports, out-of-home placements around Melbourne CBD promoting the Optus 5G network, advertising through Melbourne airport and across Optus retail stores, and an F1 ticket giveaway in the My Optus app.
Its former chief marketing officer, Melissa Hopkins, joined Seven West Media in December last year.
Credits:
RE – Creative
Yes Agency – Creative development
Emotive – 5G Activation
UM – Media Buy
Entertainment, Sport and Entertainment – Client hospitality
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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topics
2023 Formula 1 Rolex Australian Grand Prix
Australian Grand Prix 2023
Formula 1
Matt Williams
Optus
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