The Challenge: How do you make an ad as entertaining as Netflix on Optus?
In a world full or marketing artifice, it’s incredibly refreshing to see a brand be completely honest.
Optus
Idea
Be the entertainment and pay Ricky Gervais to not make ads.
Strategy
Each episode took the concept to new heights, showcasing a lazier version of Ricky Gervais each execution, with the culmination/climax of the entire anti-ad series becoming the laziest brand ad of all time.The series launched as digital only and evolved over time into offline channels.
Results
Over 15 million video views online with an engagement rate of 2.4%. While, Cinema, TV and OOH reach combined was over 3 million.
Interest level in the initial anti-ad was 6x higher than any TV campaign Optus had previously run, it resulted in 165% lift in searches for Optus
Think with Google Case Study
Series Case Study
Episode 1
Episode 2
Episode 3
Episode 4
Episode 5
Credits
- Optus: Nigel Lopez-McBean, Karen Phipson
- Creative, Production & Amplification: Emotive
- CEO/Strategy Lead: Simon Joyce
- Business Director: Alison Mitchell
- ECD: Charlie Leahy
- Director: Sam Washington
- UK Production: Caviar London
- Brand Advisor: Andy Flemming
- PR Agency: Fuel Communications