Live at the speed of Bolt
Optus
How do you sell Australia’s fastest network? Simple. With the world’s fastest man.
Luckily for us, Optus already had Usain under contract. The problem was we could only have him for six hours. Turns out, that’s all we needed to deliver their most successful network campaign ever.
Working efficiently, we tried to turn everything we captured into a campaign asset. This particular bumper was recognised by Google as a top 6-second ad in the world.
Between takes we recorded the audio for this radio spot in a broom closet. True story.
We also teamed up with Google to create an extensive programmatic campaign. This involved writing 600 unique headlines so Optus could serve nearly 2 million bespoke digital ads.
Here's a pretty dry case study explaining it all with lots of figures and phrases like "key verticals".
During the shoot, we captured the classic shot of Usain Bolt running. Then we put it everywhere in a nationwide outdoor campaign.
“Bloody exceptional campaign”
— Corin Dimopoulos, Head of Brand & Communications