Optus Goes Digital With Ricky Gervais for Netflix Australia Launch
Since 1992, Optus has delivered mobile and data services to 30% of Australia, making it the #2 telecommunications company in the country. This year, as a way to build customer loyalty, Optus developed an enticing promotion: six months of free Netflix access, dovetailing with the Australian launch of Netflix. Of course, customer loyalty campaigns only work if people know about them, so Optus developed a digital-first YouTube campaign to raise awareness and get the word out. The company wanted something fun and edgy, so it partnered with content agency Emotive and media agency Starcom to connect with comedian Ricky Gervais on a collaboration. "Optus had to disrupt audiences in an authentic and entertaining way to announce its partnership with Netflix," said Starcom Managing Director Annick Perrin. "The Optus Ricky Gervais social video sensation, created by Emotive, has been a monumental success. We seeded this engaging content within social video platforms like YouTube and ensured Optus became the key partner for Netflix in Australia."
The campaign was Optus' most successful video campaign to date, and it even secured the #1 spot on the Australian YouTube Ads Leaderboard: Autumn 2015. This success inspired the brand to change the way it approaches content and video marketing.
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