Optus launches major new ‘It Starts With Yes’ brand campaign via Special Group New Zealand


Optus has today launched a new major brand positioning via Special Group NZ, which centres around the idea: It starts with yes, representing a new way forward for Optus and most importantly, enables customers to resonate even more with the brand.


The new brand position is launched by a 60 second TVC, which tells a story about how the greatest things in life come from the commitment, positivity and optimism to say yes. Every great moment in history, every monumental change can be traced back to one simple word – yes.

As part of the first phase, this campaign will run nationally and will feature a range of stories capturing what it means to have a ‘yes’ mindset – using film, out of home, online and print, broadcasters and social platforms across the country.

The body of work was produced during the COVID 19 restrictions, demonstrating great ingenuity of all involved.

Says Melissa Hopkins, head of marketing, Optus. “The ambition of our new campaign is simple: we want to embody the essence and 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.

“Since the beginning, optimism has always been the driving force behind what we do on a daily basis at Optus. It all starts with believing in better and then making it happen, which is what we have aimed to achieve with the various campaigns we rolled out during COVID-19 as well as our Donate Your Data initiative; all of which contribute to taking our customers’ experience to new heights.

“The TVC is part of a larger program of work developed in partnership with a number of our agencies, 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.”

The TVC was developed by Special Group NZ.

Says Tony Bradbourne, CEO/CCO, Special Group NZ: “Optus ‘yes’ is one of Australia’s most recognisable brandmarks, second only to the Qantas kangaroo. We wanted to bring a little bit of new meaning to it, by exploring what saying ‘yes’ can lead to.”

Client: Optus 
Agency: Special Group New Zealand, UM, RE, Yes Agency & Emotive

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: Stevie Ray CGA

Media Agency: UM Sydney