Background:

YES! Has been an integral part of Optus for over twenty years. So much so that it had lost its meaning.

The Recent rebrand had improved NPS but Optus weren’t gaining enough new customers. It was time to go after a select group whom we knew weren’t happy with Telstra (#1 Telco and our biggest competitor); the 18-35 year old millennials.

Those who grab life by the horns and live it to the full, the participants not by stander, they live life to the full, they make it happen they don’t just think about it, they get in the thick of it rather than sit o the side lines.

YES! Is such a powerful word, it’s infectious. And life’s better when there’s more of it.

So we invited Australian millenials to LIVE MORE YES!

Results:

For the first time since June 2010, Optus are acquiring more Telstra customers than they are losing.
A week after launch Optus had its biggest trading week in 3 years
Customer comms smashed targets with 54% email opens and 17% response rates-
TVC has more than 758K views (most viewed on Optus YouTube channel)
Current positive sentiment of overall campaign is sitting at 59%, normal BAU average is 24%

Optus: Live More Yes