2. One word.
It’s been with us since day one. The
most powerful word in the English
language. It’s what our brand feels
like. It’s our promise. It’s the answer
to everything our customers want.

3. Challenger Optimism Wingman Innovative Visionary
Our next evolutionary step is simple.
New brand

4. Our company name
is Optus.
Our brand expression
is Yes.
New brand

5. Wait but why?
5

6. NEW CATEGORY,
NEW COMPETITORS.
Optus is running with a new global pack.
We need to be in the new game,
not the old game.
OLD GAME
NEW GAME
Domestic telco oligopoly
Global market

7. © Kantar Vermeer 2015 |
Market situation
Amaysim
Telstra
Optus
iiNet
Vodafone
Virgin Mobile
TPG
BRAND CONSIDERATION
Reweighted Data (Top 2 Box Consideration / Total Population)
0.00
0.18
0.35
0.53
0.70
June 13 Aug 13 Oct 13 Dec 13 Feb 14 Apr 14 Jun 14 Aug 14 Oct 14 Dec 14 Feb 15 Apr 15 Jun 15 Aug 15
Note: Data reweighted to reflect true age and market share mix in market
Source: Millward Brown Ad Tracking Study, Vermeer Analysis
Consideration
(which includes
non-customers as
well as customers)
shows progressive
decline for Optus,
with the gap to
Telstra opening to
11.6% in 2015.

8. 8
Our 2016 pipeline
can transform
brand perceptions.
May Jul Sep NovJun Aug Oct Dec Jan
TED X
iPhone 7
Prepaid relaunch
optus.com.au relaunch
Olympics
Network phase 2
Yes music
Cricket
Yes TV by Fetch
My Optus app relaunch
EPL
Yes stores
*Approximated timings

9. © Kantar Vermeer 2015 |
Digital Natives
DIGITAL NATIVES
Age 10-32 Years
DIGITAL MIGRANTS
Age 33-50 Years
MEDIA TRADITIONALS
Age 51+ Plus
The internet, personal computers and mobile phones were
mainstream by the time the oldest members of this
generation were in adolescence. They don’t really remember
anything else.
This generation adopted technology as teens or adults. Now
typically in or beyond the young family lifestage, they are not
usually the first to adopt new tech, and see it more through
they eyes of their kids
Most had families of their own by the time modern comms
technology was becoming part of daily life. They have
adopted elements of it, but ‘traditional’ stuff like broadcast TV
and landlines are defining.
Source: MB Vermeer survey of 2100 consumers with mobile phones
1. Generations defined based on attitudes and usage
Population: 5.6m (36%) Population: 4.2m (27%) Population: 5.7m (37%)
Mobile Phone Spend: $6.2bn (39%) Mobile Phone Spend: $4.6bn (29%) Mobile Phone Spend: $5.2bn (32%)
Mobile Provider (Optus/Telstra): 29%/29% Mobile Provider (Optus/Telstra): 25%/36% Mobile Provider (Optus/Telstra): 21%/43%
Create collageCreate collageCreate collage
Consumer
research shows
that Australia has
3 distinct
generations of
users.

10. Sell the problem
you solve.
Not the product.

12. 12
Music

13. YesTV by fetch - packaging

14. YesTV by fetch
Whatever the you want
OPTUS X
12660x3350 33% PROCESS ASAP POS
oOh Media Sare
OPTUS22184/XXXXXXX(05/16)
Watch House of
Cards now
Subscription to Netflix required

15. 15
Network Comms
Usain Bolt
Speed & coverage depend on device & location.
www.optus.com.au/coverage.
Superfast
4G Plus

16. 16
Network Comms
Anna Meares
Support Network of the Australian Olympic team
4G Plus,
our fastest
network ever

17. Olympics
OPTUS22145 / 1419854 (05/16)
OPTUS22145_1419854_G5 Back Wall_Local 4 RW2400_SWIMMER_1065x2285.indd 1 29/03/2016 4:58 pm

18. Olympics

19. 5. Premier League
19

21. 21
Illustration
YA
YA

22. The heart of the
English Premier
League
The heart of the
English Premier
League
Idris Elba

23. 23
Thank you
The heart of the
English Premier
League