Optus: Netflix

Background:

The brief was to announce the launch of Optus’ partnership with Netflix.

A task we set out to do by blurring the lines between Optus and Entertainment and created an anti-ad starring non other than Ricky Gervais.

We used social media wrapped around a simple idea: deliver content that was as entertaining as Netflix itself and announce the partnership with Optus.

The Results:

The content launched on the 24th March 2015 and not long after the social audience were sharing the content, commenting, tagging their friends and helping to spread the virility of the videos.
The following results are taken from the first 12 days of the campaign (the results are ‘and counting’ as the content still has momentum).

  • The video broke the record for the fastest branded video to hit 4 Million (Australian) views in Australian Facebook history (from a population of 23 Million)

  • The video became the most successful piece of branded content Google have ever seen in Australia

  • Interest level in the video was 6x higher than any TV campaign Optus had previously run, it resulted in 165% lift in searches for Optus

  • Over 5.7M unique views on YouTube

  • Viewed in over 143 different countries on YouTube

  • A full playout & discussion on The Ellen Show globally

  • 52 pieces of PR were generated in Australia – reaching over 4.6M people

  • The anti-ad featuring in the top 5 global ads on Adweek and Faster CoCreate

  • WINNER – 2015 Cannes Lions – Cyber – Bronze

Andrew Ford