Creativity

Optus runs apology ads for World Cup streaming "balls up"

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By Danielle Long | Asia Pacific Correspondent

July 2, 2018 | 3 min read

Optus has published full-page adverts in Australian newspapers to apologise to the public for its World Cup streaming problems.

The ads, which ran in newspapers across the country including The Australian and The Sydney Morning Herald and The Australian Financial Review, featuring apologies from the company.

One version of the ad appeared as an apology letter from Optus chief executive officer Allen Lew.

Optus ad

Optus published apology ads to the Australian public over World Cup streaming problems

The ads read: “Dear Australia, I’d like to apologise personally, and on behalf of Optus, to you all. Like you, we are football lovers. Our broadcast of the 2018 FIFA World Cup was to be one of our proudest moments. Unfortunately, we let you down. We can’t undo what happened, but we can try to make amends.”

Optus Apology Ad

“We’re not perfect, but we are big enough to own up to our mistakes. We’ve addressed the problems, and our 2018 FIFA World Cup delivery is now back on track. Our customers always come first, and we will continue to do all we can to regain your trust and loyalty. Yours sincerely, Allen Lew CEO Optus”

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Another version of the ad took a more tongue in cheek approach saying; “Balls up. Schlamassel. Que desastre. However, you say it, we did it. And we’re sorry. We’re not going to pretend our delivery of the 2018 FIFA World Cup was anything but a monumental stuff up. We are going to make things better though.”

Optus Balls Up ad

The ads also announced the telco has handed its exclusive broadcasting rights to free-to-air broadcaster SBS for the remainder of the World Cup tournament.

The telco was forced to strike a deal with the broadcaster after its Optus Sport streaming service, which held exclusive rights to most World Cup matches, suffered a wave of technical issues leaving customers unable to view the games.

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