You don’t always, or even often, want to make a choice between two desires. Optus is making its point of difference that it offers two desires together – both great coverage and great value. And 72andSunny is promoting the appeal of that with a campaign that recalls other “both” decisions people want to make – the first, in an ad directed by Steve Rogers through Revolver/Will O’Rourke, being regular and chicken salt on chips.
Melissa Hopkins, head of marketing, Optus, commented, “The campaign is in response to research which found some mobile users felt trapped paying more than they should for great coverage, or are underwhelmed by the network experience that typically comes with competitively priced plans. We are simply reminding customers they don’t need to choose: they can have a premium network with extensive coverage and excellent value plans with Optus.”
The campaign comes after Optus has invested more than $5 billion in its network over the last three years to improve coverage, capacity and speed. This financial year it will invest an additional $1.4 billion.
“Steve and 72andSunny Sydney have done a great job bringing this campaign to life and I am incredibly proud of the final product,” Hopkins added. “It’s fresh, honest and disciplined and I know it will resonate with many Australians.”
The first phase of the campaign also includes print and outdoor executions. The second instalment of the campaign will launch soon.
Credits:
Creative Agency: 72andSunny Sydney
Executive Creative Director: Micah Walker
Production Company: Revolver/Will O’Rourke
Director: Steve Rogers
Research Agency: Forward Scout
Media Agency: UM
Design Agency: Yes Agency
