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Optus celebrates football with biggest campaign of the year
27 Apr 2010

Optus today commenced its major brand campaign of 2010 - launching its much anticipated television commercial (TVC) centred on its sponsorship of Football Federation Australia and as the Mobile Broadcaster of the 2010 FIFA World Cup™. Optus' biggest advertisement of the year demonstrates our ongoing commitment to football, and stars two of Australia's finest footballers, Lucas Neill and Tim Cahill.

Going to air on May 2, the commercial is a celebration of Optus' longstanding relationship with all levels of Australian football and its unique status as the Mobile Broadcaster of the 2010 FIFA World Cup™ in Australia. Starring Optus Football Ambassadors, Tim Cahill and Lucas Neill, the TVC is the first step in Optus' FIFA World Cup™ campaign - which will consist of exclusive live streaming of all matches and other premium mobile content on 3G mobiles throughout the 2010 FIFA World Cup™ tournament. The advertisement was conceptualised by Optus' advertising agency partner, M&C Saatchi.

Michael Smith, Optus Corporate Marketing Director said, "Like Optus, Football in Australia is challenging the status quo and we are proud to associate ourselves with the exciting growth which we're seeing in the sport. Our sponsorship spans multiple levels of the sport and this TVC is specifically designed to inspire young people to get into the sport and get behind the Qantas Socceroos during the World Cup in South Africa.

"We've created a truly world class advertisement which we feel will capture the imaginations of Australian football fans and the broader public. This groundbreaking commercial highlights our investment in football as a platform to connect with our customers with something they feel passionately about.

"With many exciting things coming up - including our continued sponsorship of Optus Small Sided Football at the grass roots level, through to live streaming of every match of the 2010 FIFA World Cup™ for free*, I think it's fair to say that it's an exhilarating time to be a football fan in Australia - particularly if you are an Optus customer!," Mr Smith said.  

Lucas Neill, Australian Captain, Optus Ambassador and one of the stars of the TVC said, "The Optus Football brand commercial sends a strong message to the next generation of talent who will become the Qantas Socceroos of the future, and it will capture the imaginations of young and older fans alike."

"It's amazing to see the end product; they certainly put us through our paces on set, so it's good to see that our hard work went to good use," said Neill.

Featuring dazzling visuals of the two national team superstars testing their skills against a bevy of Africa's most recognised and feared animals, the ad was filmed in South Africa and Australia by renowned Director Thierry Poiraud, Oscar winning cinematographer Andrew Lesnie ('Lord of the Rings') and posted by BUF, Paris, the CGI maestros behind such films as Avatar and Batman. The combined efforts of these industry leaders has resulted in a truly international-standard campaign designed specifically for the Australian market.

The visually stunning advertisement depicts a "secret training facility" - a backlit football pitch which pits Lucas and Tim against a team of real animals filmed in South Africa, alongside photorealistic animals created by BUF, Paris.

Optus will run the advertisement in two versions - a full 60 second version and a cut down 30 second version featuring specific information on Optus' 2010 FIFA World Cup™ free live streaming and other football-related content. Optus will maximise its sponsorship and association with football across a number of direct to consumer channels during and in the lead up to the FIFA World Cup™ - such as customer communications, in store marketing and digital and dedicated social media campaigns across Optus' existing Facebook and Twitter platforms.

The campaign includes print and outdoor posters and a fully interactive website www.optus.com.au/football.

For further information contact:
James Wright
Optus Corporate Affairs
james.wright@optus.com.au
Tel: 02 8082 7565

Jemma Gabb
Bang PR
jemma@bangpr.com.au
Tel: 02 9018 2222

Note to Editors:
Optus is the Mobile Broadcaster of the 2010 FIFA World Cup™ in Australia.

Optus customers can watch live streaming of all 64 matches for free on a compatible 3G mobile. Customers will also be able to purchase a premium content pack which includes video highlights, player profiles, FIFA Wold Cup™ archive clips, SBS The World Game analysis clips, SMS goal alerts and much more for $6.99 per month.

The TVC is the latest demonstration of Optus' commitment to Australian Football. A sponsor since 2008, Optus is a committed partner of Football at all levels in Australia – as the Mobile Broadcaster of the 2010 FIFA World Cup™ in Australia. Focusing on the present of the as well as the future, Optus last year kicked off a landmark grassroots program, the Optus Small Sided Football program, an initiative which encourages the uptake of the sport by the next generation of budding Qantas Socceroos.

Primary Media: TVC, Cinema, Outdoor, Radio, Magazine, Press, In-store Retail, Customer Management comms.

Digital Media: Website, interactive game, social media, online display and rich media banners, in-store digital eyelites.

*Terms & Conditions
Available 12 June to 12 July 2010 to Optus 3G customers. Requires compatible handset. Coverage is handset dependant, see www.optus.com.au/coverage. Standard browsing charges apply within the Optus 2010 FIFA World CupTM mobile site (no charge for live streaming). Super Sports Pack subscription (cost $6.99 per month) required for some premium Football content. For further information visit www.optuszoo.com.au/tc.