In the highly-commoditised and price-driven pre-paid mobile phone market, Optus had always been a big player.


Agency M&C Saatchi / Mark / MPGAdvertiser OptusAuthor Gregg Girling and Colin JowellTotal 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...

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