Optus Enlists Delta Goodrem and Jason Donovan to Promote Free Seven-Day Trial in ‘No Catch’ Campaign with Emotive
Optus is so confident Australians will love its award-winning mobile network that it’s giving them the chance to experience it for free by launching a new 7-day network trial. This initiative allows customers to try the Optus network free for 7 days without any commitments or payment details, just download from My Optus app and go with any eSIM compatible mobile device.
The trial is the first of its kind to be offered by a telco in Australia, and showcases Optus’ confidence in its network speeds and coverage. Launching such a disruptive product required a disruptive campaign, and that’s what Emotive in collaboration with the Optus marketing team have delivered. The ‘No Catch’ campaign playfully acknowledges that although the free trial might sound too good to be true, there really is no catch. You don’t even have to be Delta Goodrem’s assistant or Jason Donovan’s flatmate, which is lucky, because it turns out they can be a bit tricky.
Delta Goodrem said, “I just want everyone to know that being my assistant is not bad at all (you can ask her) and that artichokes are, in fact, heartbreaking, because they do have hearts. I loved getting creative with the team and coming up with the campaign - no catch from Optus, other than the artichoke song likely getting stuck in your head.”
Cam Luby, head of consumer marketing at Optus, said, “We're inviting Australia to experience our award-winning network free for 7-days. No commitment, no credit card, no catch. That's how confident we are in our network coverage and speed. This campaign marks a change in our stance in the market, and it will be the first of many to come. Optus is on the front-foot delivering the kind of innovation and energy consumers desperately need from this category. We're proud of the product, proud of the work, and we had a lot of fun making it.”
The campaign includes 2 x 60” and 2 x 30”, along with 15”, 10”, 6” assets extending the story in social. These are complemented by a full suite of supporting OOH, digital and retail comms courtesy of Optus’ internal Yes Agency that promote just how easy it is to take the trial.
Jason Donovan said, “When Optus asked what the hardest part about being my flatmate would be, I said it would probably be living with my obsession and my shrine, and they said yes that would be quite hard, let’s make it the catch for our no catch campaign - Australia will love it.”
Darren Wright, group creative director at Emotive, said, “When an offer comes up that’s too good to be true, you can’t help but think ‘what’s the catch’. With The Optus Network Trial there isn’t one. A beautifully single minded idea. One, we've been working closely with Cam and his team that taps into its challenger spirit. And, with the help of Delta Goodrem, Jason Donovan, an artichoke, a wedding dress and the mighty Ariel Martin and scoundrel crew we’ve done it in a really fun way that we think people are going to love.”
The campaign is rolling out nationally across TV, Cinema, OOH, Digital streaming, YouTube, TikTok, IG, OOH and in store from 4th August.
