Optus + The Voice 2021

How Optus were able to effectively strengthen brand recall and consideration by using powerful stories from The Voice that started with ‘yes’.

Inspired

Following a strong Olympics & Paralympics campaign, Optus were looking to continue to strengthen their brand platform – It starts with yes.

The Voice was identified as a core program to reach target audiences (P25-54 with children living at home). Leading directly off the Games, it was key to maintain the brand’s momentum, while also being rich in moments of optimism and a platform that genuinely celebrates how we as a country are geared to make great things happen. After all, every journey on The Voice starts with ‘yes’.

Delivered

Using program footage, 7RED created Integrated TVCs, Play Offs and 7plus digital assets that turned the powerful moments of ‘yes’ within The Voice into commercial content for Optus, taking brand collaborations and leveraging program IP to a whole new level. 

Incredibly, integrated TVC assets were delivered in record time, testament to the incredible stories that fit so perfectly, but also 7RED and Red Engine’s ability to create compelling content for partners, even under the shortest of deadlines.

Measured

Optus and 7RED were able to effectively use and leverage these key moments within The Voice to powerfully bring their brand idea to life.

  • +20pt higher recall on Integrated TVC (vs brand TVC average)

Using the real stories of our artists proved to be highly enjoyable and to viewers and helping to significantly shift consideration for key categories among core audience segments:

  • +12pt Mobile Consideration | 18pt family viewers | +21pt cross platform viewers
  • +15pt Broadband consideration | +23pt family viewers | +33pt cross platform viewers
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