Only a matter of time before yes becomes no for Optus?

Only a matter of time before yes becomes no for Optus?
SHARE
THIS



Optus’ departure from animal mascots is “bold”, but if the brand can’t deliver on its ‘Declaration of Yes’ a consumer backlash will swiftly follow, one creative warned.

The return to 'yes' has received praise from the ad industry, but when the fresh positioning  was unveiled on June 24 it also quickly drew criticism for appearing similar to Commonwealth Bank's 'Can' campaign, which was also created by M&C Saatchi.

The comparison between the two campaigns is "the elephant in the room",  according to Jules Hall, managing partner of The Hallway.

“Two campaigns built around little words.  Both introduced with a manifesto.  Strategically and creatively there is more than a little similarity.”

Hall isn’t alone in his opinion. “Looks like an exact copy of the CommBank CAN Campaign,” one comment on B&T’s story read.

“Same Site. Same tone. Same thinking. Same agency. That sh!t cray [SIC],” said another.

Both campaigns had an overwhelming sense of positivity, centred on the use of one simple word and featured poems using the chosen word (see below for a comparison).

But ‘yes’ has been a prominent feature of the Optus logo since 1999 when the globe image was dropped from its corporate ID. In the same year the company also launched a ‘The Power of Yes’ ad to “celebrate how Optus empowers consumers with products which allow greater flexibility, connectivity, security, efficiency and personality”.

‘Yes’ is also the slogan the company launched with in 1992.

The telco may be going back to its roots but the new work is a big step away from the animal-heavy television spots its jingle brings to mind and M&C Saatchi's first ad for Optus (second video below).

Adam Ferrier, founder of Naked Communications, commended the brand on its return to yes, describing the work as “really brave” and potentially very positive”.

“There is a lot of latent equity in the ‘yes’ positioning and it’s a really clever move for them to bring it back," Ferrier said.

“Brands throw away equity too often so it’s good to see when brands recognise that they’ve thrown away something positive and claim it back.”

http://www.youtube.com/watch?v=TwztHELiHmg

http://www.youtube.com/watch?v=iINejQiaWpk

Hall described the new work as a “bold statement of intent”.

“The design of the new identity makes sense.  Its simple, its human and its distinctive.”

 “Some might argue that belittles the sophistication of their product.  Others would argue it makes the complex more approachable.  

“Strategically it could be seen as high risk – if the business can't deliver on the promise the next article will be all about the consumer back lash.”

CommBank’s Facebook page was inundated with disgruntled consumers after the ‘Can’ launch, with many turning can back into can’t. The backlash reached a new level after brand ambassador James Magnussen failed to win gold in the Olympic pool and the brand published an “unapproved” bomb hoax video about the London Olympics.

What do you think of Optus new look? Will you miss the animals? Is it too similar to CommBank’s ‘Can’? Let us know what you think by leaving a comment in the form below. 

Optus 'Declaration of Yes':

There’s a little word that we don’t hear enough of these days.

One that allows amazing things to happen.

That’s why were bringing it back. Not just in words, but in our attitude.

And it all starts with what we can do for you, today.

Like yes to constantly improving our network.

Yes to creating new mobile plans that work with how you actually use your phone.

And yes to doing everything humanly possible to help you feel good about being with us.

Yes, it’s a big ambition. But it’s about to start changing things, for the better.

You have our word.

CommBank's 'Ode to Can':

There’s a four lettered word

As offensive as any

It holds back the few

Puts a stop to the many.

 

You can’t climb that mountain

You can’t cross the sea

You can’t become anything you want to be.

 

He can’t hit a century

They can’t find a cure.

She can’t think about leaving or searching for more.

Because Can’t is a word with a habit of stopping

The ebb and the flow of ideas

It keeps dropping

itself where we know in our hearts it’s not needed

And saying “don’t go” when we could have succeeded.

 

But those four little letters

That end with a T

They can change in an instant

When shortened to three.

 

We can take off the T

We can do it today

We can move forward not back

We can find our own way.

 

We can build we can run

We can follow the sun

We can push we can pull

We can say I’m someone

Who refuses to believe

That life can’t be better

With the removal of one

Insignificant letter.

Please login with linkedin to comment

Latest News

NSW Government Changes Up Its Media Planning & Buying With New Agency Roster
  • Advertising
  • Media

NSW Government Changes Up Its Media Planning & Buying With New Agency Roster

The NSW government is taking a fresh approach to its media planning and buying, creating a roster of agencies to handle each of its departments. Originally, the set-up was the one master media contract (held by UM), which a number of agencies would work on (those being Zenith, Blue 449, OMD and MediaCom). However, an […]

by B&T Magazine

B&T Magazine
How To design An Engaging Presentation, Like A Designer!
  • Opinion

How To design An Engaging Presentation, Like A Designer!

In this guest post, founder and CEO of Presentation Studio Emma Bannister (pictured below), gives you the tips to take any presentation from snore-fest to certain sale… Putting together an engaging and compelling presentation is as simple as that statement says. When you combine clear and compelling content with beautiful visual designs then people will […]

Opinion

by B&T Magazine

B&T Magazine
Revealed: The Most In-Demand IT Jobs
  • Technology

Revealed: The Most In-Demand IT Jobs

IT jobs routinely rank near the very top of US job site CareerCast.com’s annual Jobs Rated report (read it here), and in its new report, CareerCast ranks the Best Jobs in IT of 2017, with information security analyst, software engineer and computer Systems Analyst topping the list. Great opportunities in IT exist across a variety of […]

Challenger Agency VCCP Wins Creative Account For Torrens University Australia
  • Advertising

Challenger Agency VCCP Wins Creative Account For Torrens University Australia

After a competitive pitching process involving five agencies, Torrens University Australia has appointed challenger agency VCCP as its new brand strategy partner and creative agency for 2018. Acclaimed for its work on dynamic brands including ING and Compare the Market in the financial services sector, Laureate Australia CMO Anne Da Cunha said VCCP’s reputation as […]

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director
  • Advertising
  • Technology

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director

AI advertising company GumGum has announced the appointment of Sarah Baskerville as its sales director for Victoria. Baskerville joins GumGum from Ansible, where she spent two years as its Melbourne mobile director. Prior to joining Ansible, she was head of specialist sales and partnerships at News Corp Australia, and also held a number of sales […]

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland
  • Advertising
  • Campaigns

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland

McCann Queensland’s second instalment of ‘The 5th C’ campaign launched over the weekend for online diamond retailer The Diamond Concierge, which received over 47million views around the world in the first 48 hours of it being released. In this second phase of the campaign, The Diamond Concierge gave away an $85,000 diamond ring, with Gold […]

Sparro Recruits Key Account Director Following Client Wins
  • Marketing

Sparro Recruits Key Account Director Following Client Wins

Digital marketing agency Sparro has announced the appointment of Hannah Jones (pictured above) as a key account director following a spate of client wins. Jones joins Sparro’s senior team alongside founders Cameron and Morris Bryant, overseeing a portfolio of accounts that includes Webjet, Domino’s Pizza, TAFE NSW, Temple & Webster, F45 Training and Bing Lee. […]

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry
  • Media

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry

In an industry facing change, Jacqui Mooney, editor of Women’s Health believes brands such as hers will continue to be a constant. Please note: this article was contributed by Magazine Networks. The magazine industry may be seeing substantial change but Jacqui Mooney has a goal that remains firm: to create happier, healthier lives for Australian women. […]

Why Consumer Brands Are Failing Aussie Mums
  • Marketing
  • Opinion

Why Consumer Brands Are Failing Aussie Mums

Is your game chainsaws or large marlin wall-hangings? Can't seem to attract the mums? This couldn't come soon enough.

Opinion

by B&T Magazine

B&T Magazine
Network Ten Creditors Approve CBS Deal
  • Media

Network Ten Creditors Approve CBS Deal

It seems the fight for Ten between CBS and media moguls Lachlan Murdoch and Bruce Gordon may finally be over.

by B&T Magazine

B&T Magazine
MKTG Signs Exclusive Commercial Partnership With PlayersVoice
  • Marketing
  • Media

MKTG Signs Exclusive Commercial Partnership With PlayersVoice

MKTG has announced it has signed an exclusive commercial partnership with newly-launched sports storytelling site PlayersVoice.com.au – an agreement that will see the agency move into a new territory of sports marketing. The partnership between MKTG and PlayersVoice will see the business managing brand partnership opportunities for the new platform; working with clients to deliver […]

Domo Introduces New Data Security Software Solution
  • Marketing
  • Technology

Domo Introduces New Data Security Software Solution

Domo has announced it has introduced new cloud security technology for its Bring Your Own Key (BYOK) software, which includes unique capabilities like rolling generation of data encryption keys and a built-in kill switch. Domo BYOK is the first BYOK enterprise software solution for cloud analytics and business intelligence, and builds on the company’s existing security, compliance and […]

Shopper Media Group Grows Sydney & Melbourne Sales Teams
  • Advertising
  • Marketing
  • Media

Shopper Media Group Grows Sydney & Melbourne Sales Teams

Shopper Media Group (SMG) has continued to grow its Sydney and Melbourne sales teams to keep up with the demand for Smartlite Panels for shopping centres. Ashley Munro joins SMG as group sales manager for Sydney, having previously worked in a similar role at NOVA Entertainment. Laura Mason has been appointed as SMG’s business manager […]

RIO DE JANEIRO, BRAZIL - AUGUST 14:  Usain Bolt of Jamaica competes in the Men's 100 meter semifinal on Day 9 of the Rio 2016 Olympic Games at the Olympic Stadium on August 14, 2016 in Rio de Janeiro, Brazil.  (Photo by Cameron Spencer/Getty Images)
  • Advertising
  • Media

Olympics, Census Prove Tough Hurdles For Media Agencies: SMI

Australia’s media agency market has experienced another tough month in August, according to the latest data by Standard Media Index (SMI). SMI noted the softer demand this time around was primarily due to the Rio Olympics and Census providing abnormal bookings last year, resulting in demand for August 2017 so far being back 12.1 per […]

The Monkeys Takes Over From M&C Saatchi On NRMA’s Creative Account
  • Advertising

The Monkeys Takes Over From M&C Saatchi On NRMA’s Creative Account

Accenture-owned agency The Monkeys has bolstered its client ranks, having been chosen to handle the creative for the NRMA. The Monkeys CEO Paul Green confirmed to B&T that the agency had been appointed to the NRMA account by parent company IAG, which also includes brands CGU and Swann Insurance. M&C Saatchi was the incumbent creative […]

by B&T Magazine

B&T Magazine
A waitress carries beer mugs in the Hofbraeuhaus tent after the opening of the famous Bavarian
  • Marketing

Study: Why No Or Low Alcohol Beers Are Fast Becoming Drinking’s “New Cool”

New research from global market intelligence agency Mintel reveals that over a quarter of consumers in France (28 per cent) and Germany (27 per cent ) agree that low (under 3.5 per cent) or no alcohol beer tastes just as good as full-strength beer. And while younger consumers may have been the most enthusiastic drinkers in previous generations, […]

Engine Group Encourages Queenslanders To ‘Go Local’ In New TVC For State Govt
  • Advertising
  • Campaigns

Engine Group Encourages Queenslanders To ‘Go Local’ In New TVC For State Govt

Brisbane creative agency Engine Group has launched an integrated campaign for the Queensland government promoting the benefits of buying locally and supporting local small businesses. The ‘Go Local, Grow Local’ social marketing campaign celebrates small businesses across Queensland and highlights that small businesses are the lifeblood to growth in local communities. Central to the new […]

Sam Weir, Editor - The Advertiser & AdelaideNow 
 Editorial 
 
 Picture: Turner Matt
  • Media

News Corp Appoints New Editor For The Courier-Mail

News Corp Australia has announced the appointment of Sam Weir (pictured above) as editor of Queensland’s The Courier-Mail. Weir is one of Australia’s most accomplished editors, having edited the Perth Sunday Times and for the last four-and-a-half years, The Advertiser in Adelaide. News Corp Australasia executive chairman Michael Miller said: “I am delighted Sam has […]

Is This The Creepiest Ice-Cream Ad Ever?
  • Campaigns

Is This The Creepiest Ice-Cream Ad Ever?

Look, a terrifying ice-cream ad! And by "terrifying" we really mean Tony Abbott in his sluggos kind of "terrifying".

by B&T Magazine

B&T Magazine
Creatives, Step Up To The CX Plate!
  • Marketing
  • Opinion

Creatives, Step Up To The CX Plate!

Aussie creatives urged to step up to the CX plate! That's the Adobe boss saying it; like B&T would never say try harder.

Opinion

by B&T Magazine

B&T Magazine