A new Optus campaign led by Idris Elba and Vinnie Jones celebrates the launch of its (new and exclusive) English Premier League platform
Rolling out through the summer prior to the 2016/17 season’s 13 August kick off the campaign opens with the lines: ‘It’s shouted. Whispered. Heard on the terraces. It’s the reason we watch the game. This is football. This is YES.’
As part of the EPl deal, Optus will offer Australia’s first 24/7 football channel dedicated exclusively to English Premier League action – available on its TV platform, Optus ‘Yes’ TV with Fetch (every match will be shown live).
Football fan and star of global TV hits The Wire and Luther Idris Elba fronts the flagship TV ad which comes in 60-second,
30-second,
and 15-second versions.
(all of which drive viewers to the bespoke EPL web pages on the Optus site at http://www.optus.com.au/epl).
This central TV strand is further supported by an additional set Vinnie Jones fronted explanatory spots – such as,
as well a more functional ‘Ready For The Premier League’ ad too.
The TV work is further supported across Optus digital and social channels too.
#Optus gives sneak previews of its new #PremierLeague App. Will you say 'yes'? https://t.co/VXEXojyCBZ pic.twitter.com/IyU1PCDq8H
— Football Today (@myfootballtoday) 17 June 2016
Just received an email #optus these are going to be our presenters during the season. I've only heard of 1 #epl pic.twitter.com/r1fIqEr1Y7
— Ben Ross (@barcaraiders) 7 June 2016
Australian outfit Optus’ new EPL rights deal involves a major financial cost and infrastructure investment, so its marketing campaign obviously needed to be world class, to pack plenty of promotional punch and to bring sizeable returns for the company
Developed by lead agency M&C Saatchi Sydney (with support from across the M&C Group), who were briefed to build a campaign of a scale and impact appropriate for the world’s greatest sporting competition, the initiative markets Optus new flagship sports property which it pinched from Foxtel in a move seen as a real coup in the Australian media market.
The initiative aims to speak with a convincing, authentic voice to existing commited football fans and also to engage mainstream Australian sports fans and ‘inspiring Australia to fall in love with the Premier League all over again’.
So the creative idea was built on the brand’s insight research into the rituals, passions and emotions of the Premier League and its fans, whilst also being bold and different enough to truly stand out.
It aims to ‘bring to life a fan’s love letter to the Premier League’.
The M&C Group personal were supported by famed director Ivan Bird (known for commercials like Guinness Surfers and movies such as Sexy Beast), sound design by Leftfield’s Nick Rapaccioli (Leftfield) and agency partners UM and Amobee.
After a competitive pitch, Optus has also appointed sponsorship agency specialist Octagon Australia to its roster to support Optus manage and execute its sport and entertainment marketing and sponsorship campaigns – including its ‘Yes TV’ by fetch offering which includes its Cricket Australia right and now its EPL partnership.
‘Octagon demonstrated strong expertise in sponsorship content services and an impressive track record of successful sport and entertainment focused campaigns,’ explained Ben White, Managing Director of Marketing and Product at Optus, said,
‘Octagon will come on board to help Optus as we continue our successful transformation into a mobile-led entertainment business. We’re confident they will help produce strong campaigns and deliver great results.’
‘It goes without saying that we’re delighted to be appointed to the Optus business. The brand’s ambition and attitude towards partnerships perfectly matches our own, and we found great synergies in their desired approach,’ added |Octagon Australia agency director Andrew Clarke.
‘Optus are a rapidly evolving business, and it’s an exciting opportunity for us to help shape how they engage with fans around the things they are most passionate about.’
Comment
The Idris Edra commercial is the flagship piece in the campaign and to date it’s three versions have combined to racked up almost one million views on the official Optus YouTube channel.
While the Vinnie Jones spots have notched up a further 350,00-0 notched up by the Vinnie Jones spot.
So engagement levels with the campaign’s film assets are fairly high.
Optus’ expanded football coverage in Australia now includes the 2018 FIFA World Cup as well as the English Premier League and the offering reaches right across its their range of TV and internet-enabled devices.
This will mean that all of Australia’s potential matches will be shown on free-to-air TV and SBS will also retain rights to daily highlights, a major coup for Australian fans.
This new announcement comes on the heels of the November 2015 announcement that the subscription provider had out-bid Foxtel for rights to English Premier League broadcasts for the next three seasons, which Optus will carry from 2016-17 onward.
Links
Optus ‘Yes’ YouTube:
https://www.youtube.com/user/yesoptus
Optus Web:
Optus Facebook:
https://www.facebook.com/optus
Optus Twitter:
M&C Saatchi Australia:
Octagon Australia:
