‘It starts with yes’: Optus introduces new brand positioning
Optus has revealed its new positioning, ‘It starts with yes’, in a campaign set to inject a sense of optimism and possibility back into the brand.
Mumbrella understands the new platform is the result of the project pitch that was opened in January. The new campaign comes from Special Group New Zealand and is the first work following the pitch.
In the launch film, children living in an apartment block plan an elaborate racetrack over video chat, that crosses kitchens, stairwells and makeshift home offices. It then rewinds to one boy asking another ‘I have a plan want 2 talk’, communicating that the greatest moments in history all started with the word ‘yes’.
Excellent work, great brand evolution, brilliant creative idea, emotive storytelling – so refreshing. At a time when brand marketing is seen as a luxury it’s great to see a bold spot that doesn’t end with a forced retail call to action. Nice work to all involved.
I love that Optus ad that shows all those remote places that are now a ‘Yes’ for Optus.
Beautifully shot and simple.
But it also reminds me that prior they were a ‘No’. And lots of us still live in Optus ‘No’ regions.
So, it’s a ‘No’ from me.
It took a while to get there and unusually I suspect the 30 will be better than the 90, but good job. It’s the first time I’ve seen the Optus yes premise brought to life for a while. Feels like it’s got legs too.
Love this! Fresh brand proposition and clever story telling. Well done to all involved.
What she said ^^ This is excellent.
I don’t often make positive comments on Mumbrella.
This is an exception.
Very, very nice work. Great way to go back to the brand’s core in an authentic, positive way.
nice work…great job to all concerned
Good ad… for Hot Wheels.
When the marketing department takes over. Optus still looks to fleece it’s customers through deliberate policies designed to grab sandal and large amounts from random unlucky people each month. But sure, let’s all watch a video about kids and racing cars and over look all that.
Agree. Lost me for a while (especially with the cliche of half pyjamas and half suit – YAWN) but delivered actually really well at the end. Good save.
Peter;
Happy to take up your concerns directly. I am certainly concerned about your perception or experiences with us.
Please feel free to email me at melissa.hopkins@optus.com.au
Whilst the above view is absolutely not our intent – feedback is a gift, so keen to put your concerns right.
Best;
Mel
It’s beautiful. Great soundtrack. Lovely bit of storytelling.
But where’s Optus in this? It could be a Vodafone ad. Or just about any other service you care to jam in there.
Punchy, exciting, captivating and beautifully shot. Deftly hits the right chord with its uplifting storyline rather than being a prosaic sales pitch. Love the classic Australiana mood captured by the retro blond brick apartment block and the nods to the unique times we are living in.