Campaign details

Agency: The Works

Executive Summary

In the competitive telco market, Network brings home the gold. But, Optus didn't have their eye on the Network prize and Telstra were leagues ahead when it came to Network perception. This is the story of how Optus did the ultimate pivot. They went from focusing on price-led communications to investing in network-focused advertising. Through a strategy of relentless improvement, we developed a game plan to drive long-term growth, which harnessed the determination and charm of Usain Bolt to reposition Optus as a World-Class Network.

What was the strategic communications challenge?

Taking on Telstra

Telstra has dominated the market as number 1 for over 41 years. As the owner of Australia's 'Network infrastructure story', they had an inherent advantage when it comes to the most important factor when choosing a telco provider – Network.