Optus is Australia’s second largest telecommunications provider connecting around 9.5 million mobile customers and employing over 8,000 staff. Optus provides a range of services including mobile, fixed and IP telephony, business network services, fixed and wireless broadband, satellite services, as well as entertainment and subscription TV.
For over 21 years, Optus has positioned itself as the people’s champion and the first challenger brand in Australia’s telecommunications market. In recognition, Optus has been awarded as an ABA100 Winner for Brand Excellence in The Australian Business Awards 2014.
As the telecommunications market reached saturation, Optus could no longer compete on price alone and needed to shift the focus right back onto the customer and the brand’s heritage. A rebrand strategy aimed to inject positivity into the organisation and support long-term growth and sustainability.
Optus introduced the new brand idea of the ‘Wingman’ to introduce a fresh tone-of-voice that’s friendly, easy to understand, with a relaxed sense of humour in order to create a greater emotional connection with the customer. Along with a completely refreshed logo and colour palette, a bespoke hand-drawn headline typeface and brand character has been introduced to provide a greater level of humanity. The rebrand resulted in a 700% spike in online engagement and internal employee engagement survey saw a strong improvement of 9% over the 12 month period.