Optus has launched a comprehensive national advertising campaign aimed at restoring consumer trust and rebuilding its brand following a series of high-profile setbacks involving network outages and a significant data breach. The campaign marks the telco’s first major brand marketing effort in more than 18 months and signals a strategic shift towards a more emotionally resonant approach.
The rollout includes advertisements across television, digital platforms, social media, radio, audio, and outdoor media. Central to the campaign is Optus’s new brand platform, “There’s Always a Way,” which positions the company as a supportive enabler helping Australians navigate daily challenges. The creative focuses on storytelling and humour, moving away from traditional technology-led messaging to highlight how Optus’s services facilitate practical solutions in customers’ lives.
The campaign’s launch follows a period of internal rebuilding, during which Optus strengthened its network infrastructure and customer service capabilities. CEO Stephen Rue issued a letter to customers taking responsibility for the 000 emergency line outage that occurred last year and outlining the steps taken to prevent future incidents. This advertising effort is the first since that event, which had prompted the company to halt previous marketing plans.
Felicity Ross, Optus’s chief corporate affairs and marketing officer, explained that the company purposely delayed re-engaging with consumers until it could demonstrate meaningful progress in addressing past issues. “We’ve invested time and focus on building a stronger Optus and we wanted to make sure we’d made meaningful progress on that before re-engaging with Australians on a more emotional and connected level,” she said. The company’s five-year strategy centers on becoming “easier to trust and easier to choose.”
The timing of Optus’s campaign launch coincides with recent disruptions in the Australian telecommunications market. Rival Telstra has also experienced network issues and temporarily reduced its advertising spend, while Vodafone, owned by TPG, has intensified its marketing efforts by promoting competitive pricing and comparable service quality. These developments have led to increased consumer awareness and choice within the sector.
The lead advertisement, developed by Droga5, an agency owned by Accenture, tells the story of a 78-year-old Italian grandmother who must unexpectedly coach her grandson’s under-15 basketball team. Despite having limited knowledge of the sport, she uses technology to learn and adapt, reflecting the resourcefulness and resilience that Optus aims to celebrate as part of the Australian spirit. Lauren Dawber, Optus’s executive general manager of marketing, said the campaign’s central character embodies the "can-do" attitude and determination that the company wishes to associate with its brand.
This campaign represents an evolution from Optus’s previous brand position, which was once defined by the optimistic “Yes” slogan and a playful challenger stance but had gradually become less distinctive. The new platform seeks to create a more human and relatable brand, serving as a foundation for future product marketing, partnerships, sponsorships, and community engagement.
By embracing a narrative-driven approach that highlights everyday problem-solving, Optus aims to differentiate itself in a competitive market and regain its standing as a trusted provider in the Australian telecommunications landscape.