Optus – Optus vs. Telstra
Agency: M&C Saatchi Sydney
EXECUTIVE SUMMARY
Creating “Black & White” Guidelines for Comparative Advertising
In a market characterized by fierce competition, Optus wanted to relaunch its Mobile Phone Cap plans. While the product had not changed since an initial campaign, and competitors were offering services at lower price points, a breakthrough communication solution was required.
By focusing the campaign on Telstra customers who were worse off, Optus were brave enough to embark on the risky path of comparative advertising. Integrated media was leveraged to avoid some of the traditional pitfalls, yielding record sales and a...