Complete brand overhaul to demonstrate to Australia that Optus is changing – going back to its original purpose of being the customer’s champion, of the customer being central and service at the heart of everything Optus does.
Philosophie
Demonstrate to Australia that Optus is changing – going back to its original purpose of being the customer’s champion and putting service at the heart of everything Optus does. A positive movement in Net Promoter Scores for staff and customers would be the key measure of success. The Brutally Simple Thought: The attitude of ‘yes’. Rather than creating some glib new catch-cry for the brand, we were going back to the future to reinvigorate, reaffirm and re-launch ‘yes’. A word of such clarity, positivity and purpose that other brands would kill to have it. A word that’s been a part of the Optus DNA since Day 1. But there lay the problem. How do we make something new from a word that has been around forever? ‘Yes’ had become little more than a PS to the brand’s signature.It’s one thing to say ‘yes’. Quite another to live it. Starting with their staff and existing customers, we demonstrated how Optus was on the path to reclaiming its original purpose and authenticity. The new campaign had three distinct phases – Rebrand, Relaunch and Reconsider. Rebranding was a mammoth task (hard to get over animals). We needed to reflect the change from ‘friendly telco with animals’ to ‘your wingman’ – a non-corporate ally in the harsh world (Telstra) of telcos. We changed everything and created a simple, memorable character at the heart of it. The relaunch started with a public commitment to ‘yes’, to staff, customers and potential customers. But it wasn’t just changing the colours. We launched a revolutionary product in My Plans (go over the limit and you get bumped up to the next level so no more bill shock) and told people about Optus’ amazing 4G network.
Problem
After 12 incredible years, Optus and animals had become synonymous. By 2013, while that certainly helped customers recognise an Optus ad, it unfortunately didn’t help with message take out. On top of that, customers felt neglected, taken for granted. And their dissatisfaction had a direct impact on staff morale, which was also at an all-time low. It was clear the business had to have a fresh injection of positivity – and soon – if it were to succeed in an increasingly competitive market. The time for change was now.
Ergebnis
The campaign received an increase in overall recall with improvements in all metrics.