Optus launches ‘No Catch’ campaign with Emotive, fronted by Delta Goodrem and Jason Donovan

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Optus has launched a seven-day network trial offer with a marketing campaign dubbed No Catch, created by creative agency Emotive and fronted by Delta Goodrem and Jason Donovan. 

Cam Luby, head of consumer marketing at Optus, said the work marks a change in the business‘ marketing approach. The telco is competing against Telstra’s well-received recent work, including the set of 26 stop-motion films and the simple ‘bars’ OOH.

“Optus is on the front-foot delivering the kind of innovation and energy consumers desperately need from this category. We’re proud of the product, proud of the work, and we had a lot of fun making it,” Luby said. 

The campaign features two hero films produced by production company Scoundrel, one for each talent. It playfully depicts that while the free trial might seem too good to be true, there really is no catch, like being Goodrem’s assistant or Donovan’s flatmate.

 

 

“I just want everyone to know that being my assistant is not bad at all (you can ask her) and that artichokes are, in fact, heartbreaking, because they do have hearts,” said Goodrem.

“I loved getting creative with the team and coming up with the campaign – no catch from Optus, other than the artichoke song likely getting stuck in your head.” 

Donovan added: “When Optus asked what the hardest part about being my flatmate would be, I said it would probably be living with my obsession and my shrine, and they said yes, that would be quite hard. Let’s make it the catch for our No Catch campaign – Australia will love it.”

 

 

The campaign is rolling out nationally across TV, Cinema, OOH, digital streaming, YouTube, TikTok, Instagram, OOH, and in-store. It includes two 60-second and two 30-second films, along with 15, 10, and six-second assets extending the story in social media. The films are supported by a suite of OOH, plus digital and retail comms by Optus’ internal Yes Agency.

Darren Wright, group creative director at Emotive, explained: “When an offer comes up that’s too good to be true, you can’t help but think ‘what’s the catch’. With The Optus Network Trial there isn’t one. A beautifully single minded idea.

“We’ve been working closely with Cam and his team that taps into its challenger spirit. And, with the help of Delta Goodrem, Jason Donovan, an artichoke, a wedding dress and the mighty Ariel Martin and Scoundrel crew we’ve done it in a really fun way that we think people are going to love.”

Last week, Emotive also enlisted Goodrem for an activation with Revlon to mark International Lipstick Day. The campaign, supporting the national cancer-support program charity Look Good, Feel Better, transformed Sydney’s Luna Park face through projection mapping and animated sequences, displaying five different makeup looks inspired by Revlon’s Super Lustrous lipstick shades.