Effies
Australia
Pre-Paid
Agency
M&C Saatchi, Mark, MPG
Client
Optus
Awards
Bronze
Long Term Effects
Case Study
Summary
While the Optus brand has been readily associated with animals, finding a means to build relevancy and link it to growth in market share had been elusive. Optus and its agency, M&C Saatchi, combined analysis, judgement and a crew of penguins to build a long running campaign that not only stemmed the decline, but made Optus the Pre-Paid market leader.
Case study
Case studies are free for ACA members and Round Two Effie Judges. Email effies@adcouncil.org.au for your discount code.
All Educational Institutions wishing to access case studies are required to contact effies@adcouncil.org.au.
Credits
| Author | Gregg Girling | M&C Saatchi / Mark | |||||||
| Author/ Head of Planning | Colin Jowell | M&C Saatchi / Mark | |||||||
| Strategic Planner | Pippa Kulmar | M&C Saatchi / Mark | |||||||
| Group Account Director | Nick Russo | M&C Saatchi / Mark | |||||||
| Account Director | Tara Goh | M&C Saatchi / Mark | |||||||
| Account Manager | Courtney Reynolds | M&C Saatchi / Mark | |||||||
| Executive Creative Director | Ben Welsh | M&C Saatchi / Mark | |||||||
| Art Director | Jason Woelfl | M&C Saatchi / Mark | |||||||
| Marketing Manager, Major Projects | Nicholas Martens | Optus Consumer Marketing | |||||||
| General Manager | Maria Loyez | Optus Consumer Marketing | |||||||
| Client Services Director | Aimee Buchanan | MPG | |||||||
| Managing Director | Kristian Barnes | MPG |
Category Sponsors
Long Term Effects
