Optus | Football
The problem
There was low awareness of Optus’ sponsorship of Australian Football, from the Socceroos to grassroots level. The brief was to differentiate Optus from its competitors during the cluttered FIFA World Cup, demonstrating the brand promise of “anything’s possible” and showcase streaming mobile technology.
Consumer insight
Even though the Socceroo’s are underdogs on the global stage, I want to get behind them for the World Cup.
Brand insight
Optus is committing to supporting football in Australia all the way from grassroots level to the Socceroos to help anyone playing the sport achieve more than they have before.
The powerful truth
With Optus and football, anything is possible.
The solution
Position Optus as the ‘secret weapon’ behind Australian football by using wild animals to help train the Socceroos in a secret location.
Every channel expressed our creative idea, from sponsorship TVC activity on broadcast partner SBS, to product-skewed version of the TVC which promoted live streaming of the World Cup for Optus customers
From all of this we leveraged communications with a strong call to action to get the World Cup live to your mobile by going to the Optus football sponsorship site.