Optus - Optus vs. Telstra

In a market characterised by fierce competition, Optus wanted to relaunch its Mobile Phone Cap plans.

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...

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