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Optus launches new brand campaign - Whale Song
23 Mar 2009

Optus announced today a major brand campaign - Whale Song - to be launched nationally with the centre piece a 90 second television commercial on Sunday 22 March 2009.

Michael Smith, Corporate Marketing Director said, "This bold and positive brand campaign illustrates the power of communication and the importance of our role in connecting people.

"In 1992, Optus entered the market as the customer champion. Today, we continue to deliver products and services designed to meet our customer needs - finding more ways to say 'yes' to customers.

"Optus has a history of changing the rules to deliver real benefits to our customers for example 'yes' Time in the 1990s and more recently the launch of the Optus Thuraya a dual mode satellite handset and 'yes' Timeless unlimited mobile plans. This demonstrates Optus' belief that when it comes to communication, anything is possible.

"This campaign shows the emotional heart of the Optus brand and uses nature in an inspirational way. Our business is about connecting people, enabling dialogue through the internet, mobile phone, teleconferencing, text messages, satellite and more.

"Optus is a challenger brand and we have the spirit and determination to keep pushing the boundaries to ensure we deliver truly outstanding customer experience," he said.

The Whale Song campaign was created in conjunction with advertising agency M&C Saatchi.

The inspiration for the campaign was research by The University of Queensland which had begun to decode whale communication - whale song - to show the power of language to connect with others.

"People may wonder what the connection is between whales and a communications company. We are striving to achieve the impossible, with a passion to show our customers the possibilities of communication through human endeavour. The University of Queensland's pioneering research illustrates what can be achieved with positive thinking and determination together with innovation.

"Optus is a leading Australian brand which customers look to for innovation, choice and value. This investment in our brand shows the company's optimism to deliver results for 2009 and beyond," said Mr Smith.

Media contact:
Simone Bergholcs
Optus Corporate Affairs
Tel: (02) 8082 7850

Note to Editor
The integrated campaign including television, print, cinema, online and iconic outdoor advertising sites nationally (including airport sites) begins Sunday 22 March 2009.

The University of Queensland Humpback Acoustic Research Collaboration
Led by Dr Michael Noad, scientists at The University of Queensland (UQ) are involved in a project called the Humpback Acoustic Research Collaboration (HARC). Their mission is to investigate how whales react to other noises in their environment.

The HARC is a worldwide collaboration involving scientists at Defence, Science and Technology Organisation, Scripps Institution of Oceanography (SIO), Woods Hole Oceanographic Institution (WHOI), UQ, University of Sydney and University of Newcastle.

The project is funded by the US Office of Naval Research, so technology that was once listening out for Soviet Submarines is now listening to whale love songs.

They've been analyzing the sounds of humpback whales and have discovered male Humpback whales serenade females over great distances singing their own 'love song'.

Each song contains up to 20 vocalisations which are put together, much like verses, into one unique composition which can last as long as many hours. The song is comprised of several parts, each of many notes, ranging from a bass rumble to a shrill squeak. Each male sings the song over and over, part for part, note for note, sometimes spending hours in a single concert.

The song evolves throughout the singing season, with the result that a given community song may bear little resemblance to the song of a year before.

The University of Queensland owns the copyright for the songs.

For more information: http://www.uq.edu.au/research/index.html?page=22114&pid=0