Optus’ rebrand ditches iconic animals

Optus’ rebrand ditches iconic animals

EXCLUSIVE: B&T can reveal that Optus will tomorrow be unveiling its new brand positioning along with a new campaign, “bringing back yes”.

B&T Magazine
Posted by B&T Magazine

Optus spokesperson Claire Wong said Optus is changing for its customers.

"In the coming weeks you’ll see a different look with a new logo, a new feel and a new way that we speak to our customers. This is the beginning of something big to deliver on the promise of yes – the very commitment our business was built on," she said.

When contacted by B&T this morning, M&C Saatchi confirmed the rebrand and said all will be revealed within a day.

A new website went live today featuring a 30 second TVC, ‘A Declaration of Yes’, that was also posted on its Facebook page.

“Yes is not just a word,” the campaign says, with the new website showing the company will be focusing on customer service, improving its networks, giving away Qantas Frequent Flyer Points, and providing new plans from Monday 1 July that complement customers’ phone usage.

B&T recently reported on the possible rebrand with speculation about whether the brand would continue with its use of animals.

There are no animals in the TVC, and instead, a new speech bubble cartoon mascot is featured.

A year ago the company embarked on a new repositioning to connect with customers more emotionally, and the TVC saw the animals tacking a backseat.

Similarities have been pointed out between the new logo and treatment to Wolff Olins’ multi award-winning 2008 campaign for Macmillan Cancer Support.

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