In a category undergoing huge disruption, we wanted to future proof Optus by evolving the business from a telco to an entertainment provider. With a number of different SVOD players competing in the market; including Stan, Presto, Fetch and Foxtel, this was no mean feat as the category was fast becoming cluttered and confusing for consumers.
To ensure Optus was positioned as a credible provider in this space and not lost in the crowd of sponsors, our strategy was to be as entertaining as the content we provided. Leveraging the equity in our existing brand platform, Live More Yes, Live More Netflix was born. A simple but powerful demonstration of Optus’ Unlimited Entertainment offering, with the hero Netflix content brought to life in the context of the Optus network and products.
As part of our integrated approach to this big idea, we also assisted in the development and direction of the much loved, category defying ‘anti-ad’, starring Ricky Gervais.