Optus will showcase a new range of post-paid mobile plans giving Australians unlimited mobile voice calls and SMS in a major campaign by M&C Saatchi that launches this week.
This new campaign is the third instalment of Optus’ new “It’s Possible’ brand positioning that was unveiled in April.
The yellow cube enabling device again features strongly in the 30-second TVC.
Swarms of cubes are ‘sent’ and ‘received’ by the characters, representing the network of family and friends Optus customers can now connect with for free.
The spot closes with the tagline: “Now better off together”.
Michael Smith, Marketing Director, Optus said: “Our objective with this campaign was to highlight the ways in which Optus is bringing people closer together. We wanted to showcase the benefits of our new mobile plans that give customers unlimited SMS and voice calls to other Optus customers..
“As with our recent brand campaign, the message is a very simple one – what matters most to you, matters to us. From the ability to connect with the people you love to getting the hottest phone before anyone else, Optus makes it possible.”
M&C Saatchi Executive Creative Director Ben Welsh said: “The simple truth is that when people come together with family and friends they are always better off.
“We took this insight and created a strong emotional connection with the consumer and the product.”
In addition to the TVC, the campaign will roll out with major Press, POS, Online, Mobile and Radio executions.
Agency: M&C Saatchi
Executive Creative Director: Ben Welsh
Art Directors: Ant Larcombe/Pete Sanna
Copywriter: Phil Leece
Managing Partner: Christine Gardner
Group Account Director: Vanessa Nicol
Account Director: Bianca Milne
Post Production: Fuel