Optus turns to Aussie grit with ‘There’s always a way’

Optus has launched ‘There’s always a way’, a new long-term brand platform that shifts its marketing focus from what the telco is doing to how connectivity helps Australians navigate everyday life.

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The national campaign launches on 31 August across television, online video, social media, radio, audio, out-of-home and owned channels. It was created by Droga5 ANZ, part of Accenture Song, and directed by Steve Ayson.

Why Optus is changing its brand story

The platform builds on Optus’ ‘We’re On It’ campaign, which focused on accountability and action. It also draws on the foundations of the brand’s longstanding ‘Yes’ positioning, moving the idea from possibility towards action.

Optus said the new platform forms part of its five-year strategy to become easier to trust, easier to choose and easier to do business with. Over the past year, the telco has focused on network resilience, customer experience, digital safety and scam protection.

Felicity Ross, Optus Chief Corporate Affairs and Marketing Officer, said: “Our five-year strategy is centred on becoming easier to trust and easier to choose. We have been focused on strengthening the foundations needed to deliver that.”

Ross added: “There’s always a way represents the next chapter in our journey. It builds on the accountability, commitment and action reflected in our We’re On It campaign and shifts the conversation from what technology can do to what people can achieve with it.”

A Nonna takes over the basketball court

The launch film centres on an Italian Nonna who unexpectedly takes charge of her grandson’s basketball team when its regular coach drops out before a semi-final.

With little knowledge of basketball, she uses the Optus network to learn, adapt and find a way forward. The story is designed around the idea that Australians respond to challenges with resourcefulness and persistence.

The basketball setting also comes as Optus begins new partnerships with the NBL and WNBL. Optus said the creative was not developed as a sponsorship campaign, although its theme complements those relationships.

A platform built for more than one campaign

Optus plans to use ‘There’s always a way’ across future product campaigns, partnerships, sponsorships and community initiatives. The company said consumer testing found the platform performed strongly for relatability, emotional resonance and brand connection.

Lauren Dawber, Optus Executive General Manager, Marketing, said: “There’s always a way is built on a simple but powerful insight: Australians are incredibly resourceful. When they’re faced with challenges, big or small, they don’t stand still. They adapt, support one another and find a way forward.”

Dawber said the broader platform would give Optus room to tell stories spanning families, small businesses, communities and sport, while keeping connectivity at the centre of the brand.

Droga5 ANZ developed the creative, with Accenture Song Media handling media. Production was led by 3&7, with post-production by Arc and audio and music production by Sonar Music.