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Optus Launches Major ‘It Starts With Yes’ Brand Positioning

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Campaign, which focuses on an apartment of kids all doing their bit to create something great, was developed by Special Group Auckland

Optus Launches Major ‘It Starts With Yes’ Brand Positioning

Optus has launched the start of a new brand campaign from Special Group New Zealand, exploring the idea that anything good in life, big or small, starts with saying ‘yes’.

Says Tony Bradbourne, CEO/CCO, Special Group NZ: “The Optus ‘yes’ is one of Australia’s most recognisable brandmarks, second only to the Qantas kangaroo. They’ve been using it for almost 30 years. We wanted to bring a little bit of new meaning to it, by exploring what saying ‘yes’ can lead to. I’m very proud that Special’s working with Optus. They are a great company with great ambition.”


Optus has over 9000 employees and serves more than 6 million customers every day. It’s the first piece of work after Special Group New Zealand was added to the Optus roster in March.

Says Matt Williams, managing director of marketing and revenue, Optus: “The ambition of our new campaign is simple – we want to embody the attitude of what ‘yes’ represents. As we all know, having the optimism and commitment to say ‘yes’ is the start of new possibilities and real change.

“At Optus, we are driven by a deep sense of optimism and a real want to make Australia a better place. With better value plans, brilliant coverage but also with great initiatives like ‘Donate your Data’.

“The TVC is part of a larger program of work aimed at clearly defining what ‘yes’ means for our customers, underpinned by clear and compelling reasons to choose us. An approach built from our new corporate strategy, purpose and vision.”

Says Rory Gallery, head of strategy, Special Group: “‘It starts with yes’ is a fantastic platform that will enable us to celebrate an attitude that connects with Australia for years to come.”

The launch film, directed by Christopher Riggert through FINCH, focuses on an apartment of kids all doing their bit to create something great. Something that started with someone saying ‘yes’. It’s the start of a nationwide campaign, featuring a range of stories capturing what it means to have a ‘yes’ mindset will be shared – using film, posters, publishers, broadcasters and social platforms across the country.

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Client: Optus

Agency: Special Group New Zealand

CEO/CCO: Tony Bradbourne

Managing Partner: Michael Redwood

Head of Strategy: Rory Gallery

Group Creative Director: Matt Simpkins

ECD: Lisa Fedyszyn

ECD: Jonathan McMahon

Production: Sally Lankshear, Emma Cutfield

Group Business Director: Hugo Parcell

Business Director: Nick O’Donnell

Business Manager: Hannah Ross

Production Company: FINCH

Director: Christopher Riggert

Producer: Claire Thompson

Executive Producer: Loren Bradley

Editor: Jack Hutchings

Colourist: Ben Eagleton

Post Online: Black Bird VFX

Sound Design: Rumble

Casting Director: Stevie Ray

Media Agency: UM Sydney

Genres: People, Storytelling

Categories: Utilities, Mobile Network

Special Group Auckland, Mon, 27 Jul 2020 01:17:31 GMT