M&C Saatchi complete brand overhaul for Optus
M&C Saatchi has launched a multi channel campaign for Optus, riffing off the current vogue for simplistic animated graphics that propelled ‘Dumb Ways to Die’ to universdal acclaim.
The campaign included a “comprehensive brand overhaul”, a large scale, integrated media roll out that includes TV, digital, social, press, out of home and radio, and the introduction of the Optus character.
"This is not about a new logo, it's a new way of doing business,” said Nathan Rosenberg, head of brand at Optus.
“We're bringing 'yes' back to the core of everything we do. We want to be better for our customers by giving them easier to understand plans with fairer charges."
Ben Welsh, M&C Saatchi executive creative director said: "This campaign, indeed the broader new look and feel for Optus, was bigger than a creative challenge, it was about a philosophy of customer service.”
He added: "Borne from a highly collaborative process, all three parties: M&C Saatchi, our branding specialists Re, and Optus worked seamlessly to get this charming new presence across the line. Charm, wit and a little yellow character with stick legs. Yes!"