Summary: When you need to physically show people why they need new technology, physical dramatisation of the product is often the most effective tool to use. Our challenge was to do this with two new services, all whilst using Optus' core brand asset - animals.

 

Problem: In 2004 high speed broadband and mobile services were in their infancy with consumers not understanding the reasons why they should invest in this new technology.

 

Strategy: Lead the charge by educating the market about what this technology can actually do. The challenge was how to integrate Optus' brand asset (animals) into a story that inherently had to dramatise real world uses of the technology.

 

Creative Idea:  Portray animals as normal human beings, simply trying to go about their day.

 

Results: Optus out-sold every other mobile telco supplier that year in 3G mobile services, beating the dominant market leader by a factor of 2:1. The campaing was also voted (by the Australian public) as their favourite campaign of the year.