It’s 2016. Netflix has transformed the way we watch TV, Uber has revolutionised the way we order a cab and now we want to change the way Australians view their telco.
Australians expect more from their telcos than ever before, so we’ve got to put innovation front and centre if we want to enhance those moments that matter to our customers. For us, this means a big focus on entertainment, which is why we’ve partnered with Netflix, Stan and Fetch TV and stream all Premier League matches exclusively live. As we move to become a leading entertainment provider, we needed a brand identity that could last for years, if not decades and would work strongly with content. Cue the Optus Brand Refresh of 2016.
We’ve grown up a lot since the last time we changed our look and feel in 2011 (remember our little friend Olly?) and as we make our mark as an entertainment provider, we wanted our new brand to have tonal range and look congruent with different types of content. So, say you saw the Optus branding next to something quite dark like House of Cards, something light on Comedy Central or something action-orientated like the Premier League, it would adapt to suit any form of content well. With that in mind, the first thing you’ll notice with the new branding is that our look and feel has changed dramatically; it’s quietly confident, emotive and striking. Just what we needed to amplify our content offering.
Tonally, our messaging is much more relevant, brave and grown-up.
And the ‘Yes’ mark, that represents the voice of our customers, has taken on an expression all of its own.
We’ve also partnered with brand ambassadors Usain Bolt, Mark Wahlberg, Anna Meares and Samantha Wills. Each of our ambassadors embody our commitment to relentless improvement in their own way. Take Mark Wahlberg, our SMB ambassador, for example: I think Mark resonates really well with Australian business consumers because he owns several small businesses of his own and came from humble beginnings before he found fame as a Hollywood actor.
Despite the brand refresh, one thing that will never change is our focus and commitment to customers and we want to continue enhancing those moments that matter to you; whether that’s being able to watch the Premier League on the go or being able to recharge your Prepaid phone with ease. Over the next 12 months, our plan is to continue evolving as a brand by experimenting with new partnerships and offerings that will hopefully improve your service and transform your experience with us.
Finally, I’d love to know what you think of our brand look and feel so if you have any thoughts or comments, just leave them below.