Case History Database

In a market characterized by fierce competition, Optus wanted to relaunch its Mobile Phone Cap plans. While the product had not changed since an initial campaign, and competitors were offering services at lower price points, a breakthrough communication solution was required. By focusing the campaign on Telstra customers who were worse off, Optus were brave enough to embark on the risky path of comparative advertising. Integrated media was leveraged to avoid some of the traditional pitfalls, yielding record sales and a new set of rules for making comparative advertising work.

	Head of Strategy		Colin Jowell
	Account Director		Sheridan Boggiano
	Group Head		Christne Gardner
	Strategy Planner		Pippa Kulmar
	Media Director		Aimee Buchanan		MPG
	Marketing Director- Consumer		Anthony Hearne		Optus
	Marketing Manager		Vanessa Nicol		Optus
	Postpaid Mobile Marketing Manager		Jason Ridge		Optus
	GM Awareness & Acquisition		Maria Loyez		Optus