Optus has partnered with BRX to launch the new Samsung Galaxy S26 series with a campaign to on help customers get more value from technology.
Rather than focusing purely on specifications or price, Optus aimed to reframe the upgrade to give customers the satisfaction of knowing they made the smart call.
The idea is brought to life through the ‘Smart Cookie’, a character with an oversized cookie head. It draws on familiar cultural language to signal smart decision-making.
The campaign showcased key Samsung Galaxy S26 and Android experiences, including Circle to Search with Google. It aimed to position the phone as an intelligent tool that helps people make faster, more confident choices in their everyday life.
Optus senior director, consumer and small business marketing, Akshay Sardana said: “There’s a lot of choice in market today, and customers are ultimately looking for value and simplicity. We wanted to show that choosing the Samsung Galaxy S26 series on Optus is a smart move – combining powerful AI features, a premium smartphone experience and the value of a great network and plan.”
Rolling out across BVOD and social, the campaign introduced ‘Make the smart move’.
The ‘Smart Cookie’ was physically built and worn by an actor, with the film shot on location at Bondi and captured in-camera.
