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Optus takes on Telstra in black & white
06 May 2007

  • Optus has launched an extensive national advertising campaign for its new and improved mobile Cap rate plan offers which include one of Optus' most popular features, 'yes' Time.
    - 'yes' Time allows customers to call friends and family on the Optus network for free for the first 20 minutes between 8pm and Midnight seven days a week.
    - 'yes' Time was first introduced by Optus in November 1998.
  • This bold and aggressive campaign signals Optus' move to actively take on its competitors in the residential market by inviting consumers to make a direct comparison between an Optus mobile cap offer with one of Telstra's phone plans.
  • This campaign continues with Optus' successful animal theme but adds a quirky twist - with Optus clearly signalling its intention to aggressively target Telstra and educate customers about the best deals available to them - especially cap plans.
  • The new 'Black & White' campaign, created by M&C Saatchi will kick off on Sunday, 6 May with TV and print followed by online, outdoor and in-store point-of-sale nationally.

Michael Smith, Group Marketing Director, Optus Consumer, said:
"The essence of Optus is to provide a choice, and that's exactly what we are doing with this campaign. Our mission is to show consumers that they have a real choice that will leave them better off," Mr Smith said.

"When consumers are provided with a comparison that cuts through the fine print - they can make an informed choice. Our new plans provide flexibility and sensational value - it doesn't take a rocket scientist to see you get better deals with Optus.

"We're not expecting Telstra to be shouting about these great new Optus plans from the rooftops, but we will tell as many of their customers as we can just how much better off they can be."

View the 'Black & White' campaign.

Note to Editor:

  • Optus will release its Full Year financial results on Wednesday, 9 May. The results will highlight Optus' financial performance for 2006/07 and outline its competitive strategy for the year ahead.

Media contact:
Luisa Ford
Optus Corporate Affairs
Tel: (02) 9342 5045