OPTUS | GOOGLE | SAMSUNG

24 Hours. Endless Possibilities (M+C Saatchi)

This massive collaboration between Optus, Google, Samsung, and Yes Agency celebrates how much of our daily lives are made possible by these three iconic brands. The campaign is led by a captivating 60-second hero TV spot, complemented by a series of 30-second and 15-second ads. What sets this campaign apart is its Australian-first innovation: a 24/7, 7-day OOH (Out-Of-Home) billboard domination at Sydney’s Central Station. The billboard features 17 unique 30+ second animations, each tailored to the time of day or specific location.

The integrated approach brought together various media formats, delivering consistent brand messaging across TV, digital, OOH, and social platforms.

  • Massive engagement: Record-high foot traffic at Sydney’s Central Station, with thousands of daily views of the OOH billboards.

  • Increased brand awareness: A notable spike in both brand recall and customer sentiment for Optus, Google, and Samsung.

  • Stronger brand integration: Clear recognition of the collaboration between these brands, with users associating them with enhanced convenience and connectivity in daily life.

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”

Play Ad

In addition to the core campaign, further extension ideas brought the partnership to life in exciting, interactive ways. During the Australian Open, Google Maps was leveraged to enhance the fan experience. Fans could scan a QR code to receive navigation directly to the tennis courts, with tennis balls on the Google Maps interface guiding them through the venue. This playful, integrated use of technology brought a new level of engagement to the event, showcasing how Optus, Google, and Samsung bring innovative solutions to everyday experiences.

The creative process also embraced cutting-edge tools—AI image exploration was used for storyboarding and concept design, pushing the boundaries of visual storytelling.