The campaign that covered more of Australia than ever before.

Changing perceptions – spreading the news about Optus’ best mobile network ever.

In regional areas Optus had a perception problem. Their network coverage was seen as poor. But the truth was Optus had spent almost $6 billion nationally over 5 years to create Optus’ strongest network coverage. The Optus 4G network now covered 97.3% of the Australian population. And there was much more investment to come.

So, our job was to change this perception, by talking one-to-one with 1.35 million regional residents around Australia about the improved network coverage in their respective areas.

Off the back of the network vignettes campaign, we were tasked with the massive and complex undertaking of creating 14 customised regional and State booklets, each featuring local imagery, stories, maps and stats specific to the investment being made in each area.

It was a campaign on a grand scale, covering more of Australia than we had ever before – from the different regional zones of Victoria and NSW, to Tasmania, West and South Australia and far north Queensland.