M&C Saatchi Sydney has repositioned Optus via a big brand campaign spearheaded by a 60 second TVC (http://bit.ly/I3mQQS) that uses breakthrough technology to tell a beautiful story.
The campaign is aimed at driving customers to take another look at the giant telco by connecting with them on a more emotional level.
“The commercial’s narrative is ‘boy meets girl’ but with a magical digital twist to help push reappraisal of Optus,” says M&C Saatchi ECD M&C Ben Welsh.
Optus Head of Segment Marketing Gavin Williams said the campaign’s message is simple.
“We share in what matters most to you. From connecting you with the people you love, to getting the hottest phone before anyone else, it’s possible with Optus.”
In the TVC a yellow cube - which features throughout the campaign - acts as an enabler that transports the girl from Shanghai to her lover in an Australian country town.
Using a pioneering technique, the team at post production house Fuel VFX visually rendered the girl as if she was data being transported across the world.
The viewer travels with the digitised girl in a space that morphs seamlessly from downtown Shanghai to country Australia.
The unique effect was achieved using specialised cameras that captured depth and colour, scanning technology and proprietary software to pull it all together for seamless transition from virtual to real life.
“Exploring a traditional image in a 3D way was enticing and fascinating because it worked with the idea nicely,” Director Michael Wong said.
And everyone’s favourite, the Optus animals are still there, just in a more subtle way.
The campaign launched shortly after M&C Saatchi was retained by Optus as lead agency following a rigorous pitch (http://www.mcsaatchi.com/sydney/news/new-wins/australia-retains-telco-giant-optus/).