Optus has unveiled the next evolution of its yes Optus brand with a new campaign that marks a significant shift in the company's overall brand marketing strategy.
Spearheaded by the 'Give Me The Simple Life' TV campaign, the new-look marketing approach is an evolution of 'The Power of Yes' campaign first introduced in 2002.
It reflects Optus' desire to offer its customers simple and hassle-free experiences.
"Simplicity is our corporate mission and now our key marketing message. The new, fresh, more simple and witty approach will become stronger as the campaign rolls out," Stephen Cameron, Optus Corporate Marketing Director said.
The 60-second TVC, created by M&C Saatchi Sydney features for the first time, animals with their own voices - giving them character and personality. And they are not just any voices.
Well-known Australian performers Tammin Sursok, Human Nature, Kate Ceberano, Lee Kernaghan, Tex Perkins, James Morrison, and Doug Parkinson recorded a classic and charming hit, 'Give Me The Simple Life', for the ad.
The cast includes Sursok as a deer, Ceberano a giraffe, Human Nature a quartet of zebras, Parkinson a bear, Perkins a friendly alligator and Morrison a trumpeting elephant.
"We were pleased our animals got their voices from such strong Australian talent," Mr Cameron said.
"The performances are great and the song is wonderful. The ad captures our key message of simplicity while refreshing our brand spirit.
"In the company's 14 year history we have never had such a positive response to a creative campaign; it surpasses 'The Power of Yes' and 'Just Say the Word' which were both very successful campaigns in building brand equity. This campaign has had an overwhelmingly positive reaction from everyone who has seen it.
"Our brand research tells us that we have one of the most recognised brands with unaided recall in Australia.
Customers and non-customers have a very positive disposition regarding the animals and nature metaphor and have responded to the ad with comments like: 'makes you smile', 'imaginative', 'colourful', 'clever', 'entertaining'; and 'shows a sense of humour'," he said.
The performers recorded their rendition of the Benny Goodman and Bing Crosby hit at Song Zu in Sydney.
The ad also features an assortment of well-known animals - including the MGM lion, plus the bear, deer and black leopard from Eddie Murphy's Dr Dolittle film.
Animal Logic - the Sydney digital production company that created the special effects for films like Matrix 1 and 2, Babe, Moulin Rouge and Stealth - spent three months completing the post production work.
M&C Saatchi's creative group head Paul Dunne, who created the ad with senior art director Ant Larcombe said: "It has been such a fantastic project to work on. In fact, it was the best shoot I've been on. The animals were incredible - how often do you get to hang out with a giraffe or massive brown bear? Ironically for an Aussie ad, the only animals that didn't perform well for us were the kangaroos!" Phil Meatchem, the iconic Australian ad director, who shot the spot added: "It was the best ad I have been involved in."
A teaser press campaign was launched in July. The TV campaign, both free-to-air and subscription, will go to air on Sunday 14 August 2005 followed by a cinema campaign later in the month.
For more information please contact:
Simone Bergholcs, Optus Corporate Affairs on (02) 9342 7846 or 0412 206 602
Andrea Kerekes, Dialogue PR, on (02) 9270 2728 or 0418 427 412.
Agency: M&C Saatchi Sydney
Creative director: Ben Welsh
Creative team: Paul Dunne and Ant Larcombe
Agency producer: Loren August
Production house: Film Graphics
Director: Phil Meatchem
Producer: Jo Jordan
Post production: Animal Logic
Sound: Song Zu