Effies
Australia
Bolt, a marathon story: a long term strategy for a world class network
Agency
The Works
Client
Optus
Awards
Gold
Other Services
Summary
In the competitive telco market, Network brings home the gold. But, Optus didn’t have their eye on the Network prize and Telstra were leagues ahead when it came to Network perception. This is the story of how Optus did the ultimate pivot. They went from focussing on price-led communications to investing in network-focused advertising. Through a strategy of relentless improvement, we developed a game plan to drive long-term growth, which harnessed the determination and charm of Usain Bolt to reposition Optus as a World-Class Network.
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
| Planning Director | Mitesh Solanki | The Works Sydney | |||||||
| Creative Project Manager | Mike Richardson | The Works Sydney | |||||||
| Creative Project Leader | Kristie Thistlethwaite | The Works Sydney | |||||||
| Creative Partner | Kevin Macmillan | The Works Sydney | |||||||
| Creative Lead | Paul Swann | The Works Sydney | |||||||
| Creative Lead | Guy Patrick | The Works Sydney | |||||||
| Creative | Eric Franken | The Works Sydney | |||||||
| Creative | Marijke Spain | The Works Sydney | |||||||
| Head of TV | Corin Dimopoulos | Optus | |||||||
| Director, Advertising | Parag Panjwani | Optus | |||||||
| Chief Strategy Officer | Adam Donnelley | Optus | |||||||
| Associate Director | Nicole Smart | Optus |
Category Sponsors
Other Services
