Optus has partnered with BRX to design and launch its End of Financial Year (EOFY) campaign, built around the brand’s new visual identity rolled out in June this year.
Australians are looking for more than just a good deal. Research shows that 37 per cent of Australians have delayed major purchases specifically to take advantage of EOFY discounts and 49 per cent say that they will shop more strategically this year vs in 2025.
The EOFY campaign positions switching to Optus as a ‘Smart Move’ – bringing together great value offers, network performance and product benefits into one choice.
Building on the notion of being a ‘Smart Cookie’ which Optus introduced during the Samsung Galaxy S26 launch, the campaign evolves the idea of smart decision-making through the iconic Rubik’s Cube. The cube becomes a visual metaphor for bringing all the right pieces together.
The campaign spans Optus’ key product categories including prepaid, postpaid mobile, home broadband and Small Business.
“At a time when every dollar matters, Australians don’t want complexity – they want clarity. This campaign is about cutting through the noise and showing that Optus brings the right mix of value, performance and benefits together, so making a smart choice feels validated and straightforward,” said Optus executive general manager of marketing Lauren Dawber.
Rolled out nationally across social, BVOD, out-of-home and retail environments, the campaign introduced the notion of making a ‘Smart Move’ at scale while showcasing Optus’ refreshed brand design system.
The campaign also includes a series of experiential activations and special builds, including 3D out-of-home, a holographic display installation, a play-to-win claw machine experience and physical Rubik’s Cubes distributed through selected Optus retail stores.
