Optus has launched its new campaign to talk about how much work it does on its network starring Usain Bolt in a branded content series and a new TV ad which went to air on Sunday.
The first in The Relentless Series of videos looks at the life of the six-times Olympic gold medallist, featuring scenes of the Jamaican superstar speaking to camera as well as his parents about what drives him.
The content push comes six months ahead of the Rio Olympic Games, where Bolt is favoured to defend his titles. Optus is signed on as a sponsor of the Australian Olympic Committee, while the company is also looking to promote its sporting credentials after signing rights deals with Cricket Australia and the English Premier League.
Usain Bolt – Relentless ImprovementNothing comes easy; you’ve got to work for it. Stop at nothing!
Posted by Optus on Saturday, 13 February 2016
The new TV ad, understood to have been created by The Works, focuses on Bolt’s desire to constantly improve, and features shots of him training with his voiceover talking about how he decided to “stop dreaming and start doing”.
However, the launch of the campaign aimed at promoting the speed of the network in comparison to rival Telstra, appears to have had unintended consequences with customer comments ignoring the issue of network speed and instead lashing Optus for slow customer service.
The campaign is also supported by a web portal, on which Optus states: “When it comes to our network, we stop at nothing. Like Usain Bolt, we strive to always be our best and relentlessly improve our performance. We work hard every day to bring you a network that’s fast, reliable and worthy of a place on the winner’s podium.”
Bolt’s ‘lightning bolt’ pose is incorporated in a logo
It also features a new logo for The Optus Network which consists of a silhouette of Bolt’s famous ‘lightning bolt’ pose.
Again Optus is refusing to reveal which of its agencies is behind the new content series – although content agency Emotive was appointed to its account as part of its massive roster shake-up earlier this year.
On Friday the telco released another content series featuring filmmakers the Duplass Brothers promoting its cashless payment system.