A new face for Optus
Project: Naming, Strategy, Brand, Campaign
Client: Optus
Collaborators: Jason Little, Alex Creamer, Alexis Waller, Marco Palmieri
Role: Creative Director – M&C Saatchi Re
Awards: AGDA – Distinction, 3x Finalist, Create Awards – Best In Show,
Writers and Art Directors Association – Silver

In order to win back its customers hearts, Optus began re-engineering itself with the goal to becoming the most loved service provider for customers. To do this, a new identity and campaign was developed, coinciding with the introduction of a whole series of improvements and innovations to its products, service, network and billing.

The new identity and comms plan was designed to build greater positivity, optimism and emotional connection with Optus customers. In a market dominated by formal and formulaic brands, it’s a clear departure from what many Australians would expect from a large telecommunications provider. The brand expression uses a new voice, one that is friendly, easy to understand, and peppered with a relaxed humour that doesn’t try too hard.