Optus launches ‘A G’Day a Day’ campaign to inspire positivity and connection via TBWA\Sydney
Optus has launched its new campaign ‘A G’day a Day’ via TBWA\Sydney, which aims to encourage social interaction and increase positivity and optimism at a time of uncertainty and isolation.
During these challenging times, Optus has an important role to play in keeping Australians connected and to help customers stay in touch with their loved ones, friends and colleagues.
Olympian Ian Thorpe and media host Mel McLaughlin, as well as Formula One driver Daniel Ricciardo, are among the many stars who will aim to inspire Australians to connect with others, by facilitating a call to check in with each other.
Says Mel Hopkins, head of marketing, Optus: “We are all adjusting to different ways of living, working and connecting but at Optus, we are determined to do whatever we can to support our customers in this challenge.
“Our goal, as always, is to deliver exceptional connectivity, but we also want to share ways and encourage Australians to stay positive as we find new ways forward.”
Each day, Optus will share a star’s video-call as they provide their own positivity tips and encourage other Australians to do the same; check in on a friend, family member or even a work colleague.
Says Mel McLaughlin: “We know everyone has had to make changes to the way they socialise, but we have an opportunity to keep each other positive, and we think that starts by saying G’day.”
Says Ian Thorpe: “We’re on a mission to get Australians to video call each other and have a chat about what they are doing to stay positive.”
The campaign has been launched via social media channels. Optus ambassadors’ including Olympic swimmer Mack Horton, Rugby 7s player Ellia Green, entrepreneur Taryn Brumfitt, explorer Jade Hameister and 800m runner Joseph Deng will also participate in this campaign alongside cricket stars and musicians.
Says Andy DiLallo, chief creative officer, TBWA\Sydney: “The lock-down has created a wonderful window of opportunity for people to check up one another and who better to facilitate than Optus. We’re really proud of the work that’s been developed in reaction to COVID and look forward to spreading the Optimism in the days and weeks to come.”
In addition to A G’day a Day, Optus has announced a range of initiatives to help keep customers connected during this time, including boosting eligible mobile data allowances, waiving eligible health workers’ Optus postpaid mobile access charges for three months, suspending payment of Optus Sport subscription fees until 31 May 2020 and making eligible fixed home broadband limited data plans unlimited until 31 May 2020.
For customers who may be facing financial difficulties, Optus is offering these customers, including small businesses, support to place their postpaid mobile access charges on hold for up to 90 days (apply by 30 April), and waiving late payment fees and stopping disconnection and credit collection activities until 30 April 2020.
To find out more about A G’day a Day, simply visit optus.com.au/gdayaday, or for more information regarding Optus’ COVID-19 support, please click here.
15 Comments
This is grimmer than a bat taco in Wuhan.
Well intentioned, but incredibly dull.
I just love seeing my fucking banal existence reflected back at me.
This is soooo shiiiit.
Video is about 2 minutes too long.
Who is this for? What is this achieving? Why was it created?
HOW does work like this get made?!
I don’t get why the Optus marketing dept are spending money on a boring badly produced social interaction campaign that no one is interested in.
For the agency to think this ‘Campaign’ is helping people connect is unintelligent, half-witted, ludicrous and irresponsible and shows how out of touch they are with what’s happening today.
Optus, please stop wasting money and help real people in need.
Terrible, terrible execution.
The video/audio quality is so poor it reinforces a bad network experience
At least they have clients paying them to make stuff at the moment. Plenty others aint got that!
Yes, agree with you 100%. However that makes this all-the-much more sadder.
As a customer, do you want your daily life reflected back at you on the screen?
Fuck no. You want to escape… to a big field, where men run around in yellow and maroon togas singing ‘It’s a big ad’…
This whole ‘relatable’ thing is bullshit and it’s time agencies started educating marketers on how much it fails. Instead of taking their money and saying ‘yes’ to whatever the client demands – educate them on what makes effective communication and what doesn’t.
GRRRRRR. Oh, yes, another effective ad by Honda.
If the bar is ‘are you making something?’ I shouldn’t need to finish this sentence.
Brands that have done that have done that have been lampooned for being insensitive
Really? Show some evidence. Otherwise, you are part of the bullshit that permeates our industry – and increasingly, you will be irrelevant as we shed all the unnecessary opinions.
this is so lazy and so boring. utter shite
Who thought the idea of getting a bunch of C-D grade celebs, who barely know each other, to have beige, poorly edited, conversations about watching Netflix, would be engaging. If there is one thing that people have an abundance of when being locked in, it is content, this will get scrolled past the second people see ‘Optus Presents’. The only saving grace for engagement will be the 10 seconds spent trying to figure out who that ‘celebrity’ is (hint: it’s Ian Thorpe).