Optus updates ad targeting Telstra after it limits excess fees

Optus has altered its anti-bill shock campaign targeting Telstra after the rival telco became the last of the big three phone companies to limit the amount many of its customers pay for mobile phone calls.

The move ends the era in which customers could be hit by bills worth thousands of dollars for exceeding their monthly call allowance, which had been the target of Optus’ original campaign highlighting how while the two providers’ networks were quite similar, the costs involved were not.

The new ad is effectively the same, however Optus has updated the figures to reflect the current market. The older version of the ad featured a bar chart that claimed Telstra customers could end up paying up to $454.40 on a $60 plan if the customer exceeded their monthly allowance.

The new commercial:

Telstra had challenged Optus to stop airing the ad, which was part of Optus’ wider “bill shock” campaign which began in October, saying it would no longer be valid.

Optus head of brand Nathan Rosenberg said: “We constantly review our advertising to ensure its accuracy and we’ve recently updated our TVC with changes to the  comparison. We are committed to running this ad because we want Australians to know it’s worth moving to Optus  so you aren’t taken for granted.”

“Telstra’s changes to voice charges do not address increased data usage. We know that customers are using more and more data and are more likely to experience bill shock,” Rosenberg added.

The new ad went to air on Sunday.

M&C Saatchi is the lead creative agency on Optus.


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