Summary: In 2009, we relaunched a new brand for Optus: ‘Optus Business’ – this was the first time small business and corporate and enterprise communicated together.
Problem: Optus launched in 1998 was cemented as Australia’s number two telco, however, their current communications strategy of using cute animals in their branding and lower pricing meant awareness of Optus providing business services; and their credibility were in question.
Strategy: We identified the key catalysts for a business’s telco decision, but it wasn’t just that simple. Further analysis showed that businesses didn’t want telco’s to solely act as a partner or just merely a provider either. We created a positioning that landed us in the sweet spot of the two, ‘Optus Business - behind business success’.
Creative Idea: Whilst keeping the brand equity of the animals in Optus’ brand, we took a more sophisticated approach; using them as shadows for the analogy of 'We’re behind business'.
Results: Awareness increased, message take-out was on target and Optus was confirmed as being on the consideration list for all new telco tenders and contracts.
Different executions were developed to bridge the diverse audience of businesses and the products we were promoting.
The campaign was in market for over 2 years.
New executions were developed based on relevant product messaging.
Out of home formats such as airport advertising proved very impactful.
