Agency M&C Saatchi / Mark / MPG
Advertiser Optus
Author Gregg Girling and Colin Jowell
Total Campaign Expenditure $20 - 40 million

While mobile telecoms have become the definition of a commodity marketplace, within telco, Pre-Paid is the supreme example. Without the shackles of contracts, customers were relatively free to come and go as they please, so price had become the key consideration when deciding on a carrier. For Optus the challenge was to build a campaign that wouldn't simply be about offers, but would also build the brand.

In the Pre-Paid space, Optus had always been a big player, but by 2006 the brand had suffered the onslaught of heavy competition and dropped to just over 30% market share. Optus Pre-Paid was declining. We needed to find a currency for the brand that didn't simply boil down to how cheap it was to recharge.