Optus today took its brand advertising campaign to a new level for its Mobile division, heralding a sharper 'yes you can' approach for its customers.

Paul O'Sullivan, Managing Director Mobile, Optus said it was time to build on the highly successful 'yes' Optus brand campaign.

"In nine years Optus has become one of Australia's most recognised brands with brand awareness in excess of 90 per cent.

"Over 85 per cent of consumers associate the word 'yes' with Optus and we are keen to continue to make full use of this very powerful positioning.

"Optus Mobile is regarded by customers as a 'can do' company, reflecting our challenger brand approach of doing things differently and going that extra step to support our customers," he said.

The new television campaign builds upon Optus's brand featuring the line 'With Optus Mobile' 'yes you can' and will continue to feature the nature images for which Optus is now famous.

"Yet again we are different from our competitors who concentrate on technology rather than the need to support customers with their particular communication needs."

Mr O'Sullivan said that Optus has a strong track record of being innovative, having led the way with behavioural marketing strategies which focus on changing the way consumers use their mobiles.

"We invented 'yes' Time so consumers could feel comfortable using their mobiles at night. Then we created 'yes' Weekend to support Australians in their outdoor and on-the-move lifestyles.

"We are also the only carrier to offer 'yes' Rollover, giving our customers the freedom and flexibility of having up to three months to use their included calls.

"It is an approach which has worked well for us, with one in three mobile users now an Optus customer," Mr O'Sullivan said.

The new campaign will air for the first time on 20 May 2001. The 'yes you can' theme will be rolled-out through all Optus Mobile advertising and marketing material.

For more information contact:
Louise Ingram
Cable & Wireless Optus
Tel: 02 9342 5042