Optus: It starts with yes

Australian teleco Optus’ It Starts With Yes campaign aimed to grow share, drive internal change and increase brand relevance and equity.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.

Since 1992 Optus has challenged Australia's legacy telco Telstra by building its brand on standing for "Yes" in a category that loves to say "No". But thirty years on Optus' commitment to "Yes" needed re-stating in order to reorientate the business internally and build relevance externally with contemporary Australia.

"It starts with Yes' is the brand platform that drives a series of creative executions encouraging Australians to say 'yes' at their next given opportunity, while allowing Optus to start the next chapter in its history.

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