Whale Song

Background

As Australia’s second largest telco, Optus found themselves in a market reaching saturation. The result was a vicious retail price war, cutting margins razor thin. The challenge was to make the brand stand for something again, forging an emotional connection with consumers which would encourage them to buy on more than just price. Both agency and client wanted hard evidence of the campaign’s effectiveness, so clear measures were established for site visits, interaction and positive sentiment online.