Optus developed an Australian-first plan which would make it quick and easy to switch providers and get the latest iPhone – enabling consumers to break their contract by offering a credit to cover early exit fees. Understandably Optus wanted to shout about it and asked us to help drive national consumer awareness of the plan and position it as a champion of the Australian consumer.

Our Solution

We developed a road-map for launch including an exclusive news announcement followed by wide-spread consumer outreach using celebrity talent to deliver key messages. This formed part of an integrated campaign focussing on multi-channel exposure: engaging our campaign spokesperson, Dolph Lundgren in various activities across media, social, in-store and Optus campus channels enabling us to reach more consumers with the switched messaging.

We also engaged social influencers to provide additional reach and credibility for the campaign, particularly for millennial audiences.

We reached 7,720,990 Australians across PR, in-store and social activity and secured coverage across the networks of eight TV programs including Sky News Business and 9 News. Total social reach was 448,204 and Dolph met with over 7,000 Optus employees and customers.

“The Switched PR campaign was a tremendous success for Optus and the team at Fuel. With only a couple of weeks to pull it off, Fuel managed to source overseas talent, land an enormous amount of media coverage and secure fantastic influencer reach. Plus, they added value internally and with the sales teams by hosting Dolph in the office for staff and in-store for consumers and retail staff. I couldn’t be happier with the results.”

Claire Wong, Corporate Affairs Manager, Optus

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