Optus customers felt neglected, taken for granted. And after multiple rounds of redundancies and corporate restructures, staff morale was at an all-time low. On top of that, Telstra had recently lifted its game, so Optus faced a perfect storm.
We had to convince Australia that Optus was changing – by going back to their original purpose of being the customer’s champion and putting service at the heart of everything.
The idea was to reinvigorate, reaffirm and relaunch the single-minded one-word attitude that came into being the same day Optus did: ‘Yes’.
But how to make something new from a word that’s been around forever? ‘Yes’ had become little more than a slogan.
The answer: a totally new visual language based on a strategic ideology that placed customers at the centre of everything Optus does. We changed everything, from advertising to SIM cards and security passes.