Optus goes for education with 5G network campaign

Telco officially debuts 5G services, kicks off ABL campaign focused on playful explanation of what the new network brings to consumers

Helping dispel confusion around what the 5G network delivers to consumers is the motivation behind Optus’ first 5G network campaign.

The Singtel-owned telco officially debuted its 5G network this week, offering a 5G service to 138,000 homes as well as via on-the-go mobile services in more than 170 stores. The company said 5G will hit 1800 sites in the next 12 months, with more than 290 sites live today in Sydney, Canberra, Adelaide, Brisbane, Melbourne, Perth and other locations across NSW, Victoria and Queensland.

5G is pegged as one of the most important technology trends in the telecommunications market for the next five years by Deloitte, delivering higher bandwidth, enabling experiences such as high-definition virtual reality and 4k streaming video, and reducing latency in telecoms networks by a factor of 10 to less than 10 milliseconds.

Read more: What the 5G revolution will do to mobile marketing

Optus is promising top home speeds of 400Mbps, with current average speed at peak times of 164Mbps and a guaranteed 50Mbps download speeds at any time. The company has already signed-up 200 customers to its home service as part of a pre-launch pilot.

“Underpinned by a robust network deployment plan, we expect significant 5G customer growth as our 5G network expands and delivers customers a game-changing, world-leading experience on their 5G home and 5G mobile devices,” Optus CEO, Allen Lew, said.

But with plenty of confusion circling 5G and what it means for the typical consumer, Optus head of marketing, Melissa Hopkins, said the telco opted to put the emphasis on education in its inaugural marketing campaign.

The campaign is all about simplifying and explaining to Australians how 5G works. The campaign centres around several character groups of five, all beginning with the letter ‘G’ such as five geniuses, five grannies, five guitarists, and five game characters, and each explaining a different aspect of the new technology in what she said was a ‘playful way’.

The campaign was created in partnership with creative studio, Bear Meets Eagle, and Swedish direct, Andrea Nilsson of Revolver/Will O’Rourke, and is running as 30-second TV as well as cinema advertising.

“People don’t want something they don’t understand,” Hopkins said. “This is just the start of an ongoing conversation that we will continue to have with Australians as Optus 5G continues to roll out.”

To build on the focus of 5G in the creative construct, Hopkins said Optus had changed its launch from Optus to ‘Optu5G’ for the duration of the campaign.

Alongside the network service, Optus will launch 4k Ultra HD Live Football content via Optus Sport in June 2020, and is also working with OTT video content partners including 7plus, Amazon Prime video, Netflix, Fetch and Stan to optimise forthcoming 4k content for its network from next year.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.  

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

3 skills you need to drive better collaboration

A study published in The Harvard Business Review found the time spent in collaborative activities at work has increased by over 50 per cent in the past two decades. Larger projects; complicated problems; tighter timeframes: These require bigger teams with specialised skillsets and diverse backgrounds, often dispersed globally.

Jen Jackson

CEO, Everyday Massive

Better the bank you know?

In 2018, only 21 per cent of customers believed that banks in general had their customers best interests at heart and behave ethically. Only 26 per cent believed that banks will keep their promises; views cemented further following the Hayne Financial Services Royal Commission.

Carolyn Pitt

Head of account management, Hulsbosch

What 15 years of emotional intelligence told us about youth media audiences

Taking people on an emotional journey through content is the most critical part of being a publisher. Which is why emotion lies at the heart of VICE Media.

Stephanie Winkler

Head of insights, VICE Asia-Pacific

This journey would identify all your future life aspects!

Maryann Humphrey

Open Colleges: one-to-one journeys is the goal

Read more

It's a pretty good idea. I think this integration is useful. Don't you agree?

Misty Stoll

Officeworks hops on voice interface bandwagon with Google Assistant integration

Read more

ok. so no RCS support? by the way, RCS is a lot bigger than 5G in terms of marketing and monetisation so y'all should be covering it.

DragoCubed

Optus goes for education with 5G network campaign

Read more

Many companies and individual merchants have shifted their major part of marketing to web marketing services Portland as it weighs fewer ...

Radiata Solutions

6 Ways to ramp up Social Media to Your Web Design

Read more

This is a unique experience! Will be interesting to talk to their managers.

Joyce Harris

​How Krispy Kreme revitalised its brand in a saturated market

Read more

Latest Podcast

More podcasts

Sign in