Optus challenge status quo with simple product experience via Emotive and UM
Cam Luby: "This is not about promoting products in lieu of brand, it’s about using our strong product propositions to drive growth and brand together with a focus on customer needs and wants at the core."
Optus is bringing three new propositions to market, solving a known customer constraint with creative agency Emotive and media agency UM, following the launch of the telcos commitment-free network trial.
The product propositions represent different parts of the business - Prepaid, Postpaid and Home Internet - and appeal to different audience needs. However, the ambition is far bigger than just to drive sales and convert current demand.
As a suite, they represent an Optus brand intent on delivering great value and challenging the status quo with simple product experience.
Cam Luby, head of consumer marketing of Optus, said: "This work is Optus on the front-foot. Following on from our Network Trial launch in July, we’re showing customers that Optus offers incredible value and simple experiences that are unique in the category.
"This is not about promoting products in lieu of brand, it’s about using our strong product propositions to drive growth and brand together with a focus on customer needs and wants at the core."
The conscious effort to launch disruptive products to build the brand’s challenger credentials extends to Optus’ approach to advertising them. With the different spots featuring characters ranging from an eshay upgrade fairy to a fox puppet, this isn’t your average product campaign.
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"We’re picking up where we left off with the Optus ‘No catch’ campaign, with a bunch of products that people will actually like and are genuinely helpful," Darren Wright, group creative director, Emotive, said. "This campaign sees people in instantly recognisable scenarios and then turns up the entertainment by throwing in a fox puppet, eshay fairy and amped up nana, all beautifully orchestrated by Ariel and the Scoundrel team."
The campaign includes three 30" ads - one for each product proposition, with various cutdowns. And to follow, the campaign will extend into social via bespoke creative built purposefully for format and channel, in collaboration with TikTok. All this is complemented by a full suite of OOH, digital and retail comms courtesy of Optus’ internal Yes Agency, and media supported by UM.
Michael Hogg, managing partner and head of strategy, Emotive said: "With three products that deliver on the brand strategy, the advertising part gets a lot easier. "Offers like Unlimited Data on Weekends and Early Phone Upgrades are disruptive, compelling and represent great value, so they’re not only sales drivers, they communicate Optus’ re-found challenger spirit. We just made them as unmissable as possible."
The campaign goes live 10th October 2024.
Credits Client: Optus Head of Consumer Marketing: Cam Luby Director, Product & Channel Marketing: Akshay Sardana Senior Brand Manager: Prue Cope
Creative: Emotive CEO: Simon Joyce CSO & Managing Partner: Michael Hogg Group Creative Director: Darren Wright Creative Directors: Kat Topp and Paul Sharp Client Service Director: Andrea Dalton Doran Account Director: Aoife Lehane & Vikesh Mistry Head of Fame: Ashleigh Bruton Strategy Director: Gerad Petherbridge Head of Production: Hayley-Ritz Pelling Lead Producer: Sophia Del Senior Producer: Rosie Parker Designers: Dan Mortensen & Eunice Nie Senior Producer (social): Savannah Anseline Creatives (social): Lucy Karsai and Al Hill Editor (social): Sam Gadsden Dispatch Manager: Rebecca Love Williams
Production: Scoundrel Director: Ariel Martin Executive Producer: Adrian Shapiro Producer: Helen Morahan Production Manager: Jo Black 1st AD: Jeremy Fitzgerald DOP: Danny Ruhlmann Grip: Ian McAlpine Gaffer: Matt Hoile Production Designer: Michael Icano Costume Designer: Matt Stegh Hair and Makeup: Briar Wilkins Casting: Citizen Jane Stills Photographer: Ingvar Kenne
Post Production: ARC EDIT Post Producer: Kani Saib Senior Editor: Phoebe Taylor (Postpaid & Home) Senior Editor: Drew Thompson ASE (Prepaid) Colourist: Billy Wychgel Online: Viv Baker and Stu Bedford VFX: The Machine Room
Sound: Rumble Studios Executive Producer: Michael Gie Producer: Irene Kakopieros Sound Designer: Daniel William Music: Resonance
Media: UM
