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Optus | Free broadband on selected Optus plans

Office: Sydney
Client: Optus
Date: April 2012
Offering: Integrated

The problem

To change the perception of Optus and drive reappraisal by positioning them as a game changer by offering free broadband. Encouraging customers to sign-up to more than one Optus service and increase stickiness as well as gain market share in fixed broadband.

Consumer insight

Broadband is one of my family’s most vital connections.

Brand insight

Optus now rewards customers with free Broadband on its $89 Home Entertainment bundle or $89 Timeless mobile plan.

The powerful truth

The world comes to you for free.

The solution

The cube contains the gift of care from Optus. Something Optus knows is important to you. In this case it’s broadband.

This campaign is the first product offer under Optus’ new ‘It’s Possible’ brand positioning.

The premise is brought to life via a girl who demonstrates how broadband enhances our daily lives. She brings the Optus yellow cube into her home which triggers a rapid succession of broadband-enabled moments. The girl is rendered as data as she morphs from one situation to another.

In the final scene an Optus animal, a bear, delivers the cube to homes of other customers.