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Optus drives reappraisal with launch of new brand campaign
23 Apr 2012

Optus today announced the launch of a major brand campaign aimed at driving customers to take another look at Optus by connecting with them on a more emotional level.

The centrepiece of the campaign is a 60 second television commercial which aired for the first time on Sunday 22 April. The commercial is a love story which is enabled by the digital world despite the two protagonists being in different physical locations (Shanghai and Canowindra, New South Wales). The key message is that Optus cares about its customers by bringing them closer to the things that matter most to them.

Gavin Williams, Head of Segment Marketing said, "The message of our new brand campaign is a very simple one - we share in what matters most to you. From connecting you with the people you love, to getting the hottest phone before anyone else, it's possible with Optus."

The brand campaign is the first example of a new look and feel for Optus advertising containing four key elements: an expression of care, contained in a yellow box, delivered by an animal with an element of innovation.

The campaign will run for approximately four weeks and will include national television, online, outdoor, print and cinema advertising. The new look and feel will feature in all Optus brand and product advertising both above the line and at point of sale moving forward.

"While our advertising has traditionally been very product focused, this new brand expression is all about building a stronger connection with our customers by letting them know we care. Animals will have less of a presence in our new advertising, than was the case previously however they are still very important as they represent the glue that makes things possible. They represent Optus," Mr Williams said.

Media Contact:
Optus Corporate Affairs
Liz Greene
(02) 8082 7850