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
CEO: Kelly Bayer Rosmarin
Managing Director of Marketing & Revenue: Matt Williams
Head of Marketing: Melissa Hopkins
Creative & Communications Strategy Director: Michael Sinclair
Brand Associate Director: Danielle Rapley
Senior Marketing Lead: Alex Ball
Project Director, Yes Agency: Simone Delaney
Brand Manager: Jen Clarke
Agencies: 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
13 Comments
It took the kiwis to do something for Optus that doesn’t suck (apart from eagle lights farts on fire). Well fucking done.
Love this. Great work.
Love this – so right for the times, human and fun.
Well done.
Getting anything half-decent out the door for a big telco is a gruelling yet massive achievement.
Especially when working with an organisation as factional, siloed, and price-point focused as Optus.
Congratulations to all and sundry, client and agency-side alike.
It’s great! Wish i’d had a shot at it. Love the result, well done all involved!
Made me smile, great track choice too.
It’s nice. It’s not doing it for me though and I much prefer this execution (I’m not saying it’s the same idea)
from way back when:
https://www.youtube.com/watch?v=1WlRcXIO5ik
I thought about the waterslide too.
Where’s the Optus in this?
Had I not known prior they were the client I wouldn’t have been surprised if the kids all shared a Coke at the end.
It feels a little like one of those scripts that can be applied to a bunch of categories.
Nice soundtrack though.
Yep. Exactly. I’m just not seeing the telco in there and it feels like script – needing a brand.
What a waste of money, as a fun little covid film fine, but what does this have to do with Optus? Do they sell toys now? a long way of Apple’s pizza box.
What starts with yes?
I think you need to start thinking outside the Matchbox…
You’ve explained ‘Yes’ but you haven’t shown us ‘Why’.