Optus brings customers together in new 'It's Possible' campaign via M&C Saatchi

HardRock 1.jpgOptus will showcase a new range of post-paid mobile plans giving Australians unlimited mobile voice calls and SMS in a major campaign by M&C Saatchi that launches this week.
This new campaign is the third instalment of Optus' new "It's Possible' brand positioning that was unveiled in April.
HardRock 2.jpgThe yellow cube enabling device again features strongly in the 30-second TVC.
Swarms of cubes are 'sent' and 'received' by the characters, representing the network of family and friends Optus customers can now connect with for free.
The spot closes with HardRock 3.jpgthe tagline: "Now better off together".
Says Michael Smith, marketing director, Optus: "Our objective with this campaign was to highlight the ways in which Optus is bringing people closer together. We wanted to showcase the benefits of our new mobile plans that give customers HardRock 4.jpgunlimited SMS and voice calls to other Optus customers.

"As with our recent brand campaign, the message is a very simple one - what matters most to you, matters to us. From the ability to connect with the people you love to getting the hottest phone before anyone else, Optus makes it possible."

Says Ben Welsh, M&C Saatchi executive creative director: "The simple truth is that when people come together with family and friends they are always better off.

"We took this insight and created a strong emotional connection with the consumer and the product."

In addition to the TVC, the campaign will roll out with major Press, POS, Online, Mobile and Radio executions.
Client: Optus

Agency: M&C Saatchi

Executive Creative Director: Ben Welsh

Art Directors: Ant Larcombe/Pete Sanna
Copywriter: Phil Leece

Managing Partner: Christine Gardner

Group Account Director: Vanessa Nicol
Account Director: Bianca Milne
Production: Collider
Director: Joel Pront
Post Production: Fuel


The Thesaurus said:

Like hello, what's going on with the M&C Planning Department?

'It's Possible' for Optus.

'Can' for CBA.

What's the next big client going to get?



single-minded said:

Obviously Thesaurus doesn't know M&C have a brutally simple creative mantra of 'One' word. 'Can', 'Possible' and Dick 'Does' are simply examples of M&C's creative philosophy at work. And whether you like it, or don't, at least they have one they believe in and deliver on.

tony said:

I like the tiger!

Pissed said:

'The Yellow Cube Enabling Device', hard to say with a straight face, so I guess you have to admire them for pulling it off without a spit take.

Jill Yonkers said:

Reminds me of the red box Vodafone were throwing around for a bit. And the blue box at the end of the Bupa ads. Boxes. Beautiful little boxes. Yay Optus!

ANDY said:

Wallpaper, but nice though.

Explain said:

But isn't this exactly what all other telcos do too: keep everyone connected?

Suzie Lam said:

i love the coat...where can i buy that coat?

Suzie Lam said:

I am with Optus Fusion since 2010, very happy with it..
love the ad and love the coat in the last scene!!!!!!!! please help me, where to buy that coat .please please....

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