Optus offers free broadband on selected plans with new campaign via M&C Saatchi, Sydney

Screen shot 2012-04-30 at 10.55.28 AM.jpgAn M&C Saatchi, Sydney-created campaign that offers free broadband on selected plans to Optus customers launched with a 30-second TVC last night.
The integrated campaign is the first product offer of Optus' new 'It's Possible' brand positioning that was launched last week.

Screen shot 2012-04-30 at 10.50.56 AM.jpgThe premise is brought to life via the girl from the initial ad 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 using the same bespoke technique first employed by the team at Fuel VFX in the brand spot.
The unique effect was achieved using specialised cameras that captured depth and colour, scanning technology and proprietary software to pull it all together for seamless transition from virtual to real life.
In the final scene an Optus animal, a bear, brings the cube to homes of other customers.
Says Anthony Shiner, Optus Director of Fixed: "Optus revolutionised the fixed broadband market in 2007 with Australia's first 'yes' Fusion home broadband bundle.
"Today we take this a step further driving mobile lead convergence by giving our customers free fixed broadband as included value for the first time."

Speaking of the ad M&C Saatchi Executive Creative Director Ben Welsh said: "It was important to bring the brand theme and style seamlessly into the product narrative."
From today, Optus consumer customers will be rewarded with 50GB of free home broadband a month when they sign up to the $89 Timeless Mobile Plan for 24 months. Free broadband will also be on offer to Optus customers who sign up to the $59.95 Optus Home Advantage Plan, and businesses will receive 50GB of free broadband when they sign up to the $89 Business Timeless Plan.

In addition to the TVC The campaign will roll out with print, outdoor, digital and retail executions.
Client: Optus
Agency: M&C Saatchi
Executive Creative Director: Ben Welsh
Creative Director: Shane Gibson
Digital Group Head: Steve Farkas
Art Director: Patrycja Lukjanow
Copywriter: Mike Condrick
Managing Partner: Christine Gardner
Head of Strategy: Colin Jowell
Senior Account Director: Tara Goh
Account Director: Jillian Nalty
Senior TV Producer: Loren August
Digital Production: Make
Production Company: Goodoil Films
Director: Michael Wong
Executive Producer: Juliet Bishop
Post Production: Fuel VFX
VFX Supervisor: Steve Anderson
VFX Producer: Erica Ford
Art Director: Brendan Savage


Smiley said:

Damn fine tone and production for a retail ad

Grylls said:

How chilled's that bear?

Patronizing nonsense said:

Trying to demonstrate how the 'internet' works by showing a woman turning into pixels and interacting with rock bands should be consigned to the creative ideas bin of 1995.

Do they really think their target market are that thick?

The image of the bear wandering down the street is far more engaging. Why not use that as the start point of an idea?

wow said:

really? i had no idea i could do all that on the net.

1995 it is said:

Exactly. This whole campaign looks like something Lance Kelleher did in the 90's. Missed opportunity to do something fresh and contemporary. Feels very dated.

Jack Sparrow said:

This is horrendous. Sorry.

sad said:

A weak campaign. generic.

Time Machine said:

Optus, backward to the future.

Ripped Effects said:

Free broadband! Great.
Now we don't have to watch your crappy ads on TV.

I guess the effect they ripped off from a 4 year old Radiohead music video makes it slightly less crappy.

Andrea said:

Cool! I think there's really a lot of good effect with broadband.
I haven't watch it though.

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