Optus | Google | Samsung

Get more out of everyday.

24 hours. Endless possibilities. This massive joint effort between Optus, Google, Samsung and Yes Agency celebrates just how much of what we do each and every day, is made possible by these 3 brands.

Led by a fantastic hero 60 sec TV spot, supported by a series of 30s and 15s, the integrated campaign also features an Australian-first – a 24/7, 7-day OOH billboard domination in the middle of Sydney’s Central Station, featuring 17 different 30 sec+ animations – all cleverly tailored to match the time of day and/or location.

B&T Awards 2024 Finalists
Best CTV Campaign — Optus, “24 Hours on the Optus Network”
Best Out-of-Home Campaign — Optus, “24 Hours on the Optus Network”
Best Video Campaign — Optus, “24 Hours on the Optus Network”

Credits
Agency Head: Remi Couzelas, Yes Agency | M&C Saatchi
Head of Design: Michael Strelan
ECD Re: Andy Thomas
ECD M&C Saatchi: Sharon Edmonston
Copy Writers: Mark Cimarosti, Annabel Cook
Business Director: Morgan Turner

SITUATION

The launch of the Samsung Galaxy S24 created a major opportunity to shift perception in a market long dominated by Apple.
Samsung and Google aimed to reconnect with Australian consumers and grow Android’s share, targeting a 3% lift in market preference by demonstrating how Android fits seamlessly into everyday life.
For Optus, this was a chance to showcase network strength, rebuild trust, and improve brand preference.

TASK

  • Position Android (via Samsung and Google) as a compelling alternative to Apple

  • Highlight Galaxy S24’s features and Google tools like Lens, Calendar, and Assistant

  • Re-establish Optus as the preferred consumer telco—front of mind

  • Deliver the campaign across YouTube, Television, Social Media, Out-of-Home, and retail

ACTION

We launched “S24 Hours on the Optus Network”, a campaign built around a single question: what does 24 hours on your phone look like?

We told everyday stories showing how the Galaxy S24—powered by Android and Google—supports real daily habits. Whether using Google Lens to decode a menu, Google Assistant to check the surf, or Google Calendar to stay organised, the campaign showed how these tools help people live better—enabled by Optus 5G.

The campaign rolled out across:

  • YouTube, TV, and Social: 60s, 30s and 15s video spots aligned to daily moments

  • Retail: reinforcing the message in-store

  • Standout execution: a 24/7 digital billboard at Sydney’s Central Station—updating hourly to reflect what people were likely doing, from morning workouts to using Google Maps to find a nearby restaurant. It made the campaign dynamic, personal, and synced to real life.

RESULT

Brand Impact

  • +31% uplift in First Choice (YouTube)

  • +32% uplift in First Choice (Television)

  • 87–89% brand linkage with Optus

  • 3.3-point lift in brand consideration — six times the telco category benchmark (0.5 points)

Audience Engagement

  • 55% completion rate for 30s YouTube ads (vs 35% benchmark)

  • 87% for 15s non-skippable ads (vs 85%)

  • 3.29 million Australians reached

Sales Performance

  • +14% YoY Galaxy S24 sales

  • +23% increase in foot traffic near Central Station stores

  • 46% carrier share of Galaxy S24 sales