CLIENT
Optus
Nicole Smart, Senior Acquisition Marketing Manager
Corin Dimopoulos, Head of Brand and Communications
Michelle Katz, Associate Director Acquisition Marketing
Sonia Kochhar, Director of Insights
AGENCY
Kevin Macmillan, Creative Partner / Founder
Paul Swann, Creative Partner
Cat Wealleans, Creative Project Leader
Joanna Gray, Head of Project Management
Nathan Bilton, Copywriter
Adam Bodfish, Copywriter
Leo Barbosa, Art Director
Mitesh Solanki, Planning Director
Starcom
Millward Brown
SUMMARY
In the hyper-competitive Telco market ‘network’ is king. Telstra dominated based on years of consistent investment. Optus were embarking on a billion+ infrastructure investment. We needed to attract more customers. We couldn’t take on Telstra directly. We were outspent and our Network rollout had a multi-year horizon. We needed to deviated from the traditional feeds & speeds comparative language that ruled network advertising. This is the story of how Optus ran its own race and developed a strategy based on relentless improvement, spearheaded by the most relentless individual in sport, Usain Bolt to bring home the gold.
