This campaign was created during our time with Optus’ in-house marketing team, prior to the rebrand, to highlight Unified Communications as a Service (UCaaS)—the latest innovation in business communication technology. Traditionally, large organizations like offices and hospitals relied on on-premise systems, which required extensive on-site equipment and specialized maintenance. UCaaS offers a cloud-based alternative, functioning more like software than hardware. This shift reduces costs and eliminates worries about updating outdated equipment, making it a smarter, more efficient solution.

Optus required a multi-faceted campaign to engage heads of IT at numerous large corporations across various touchpoints.

To start, we identified the target demographic we wanted to reach. Using this data, we conducted a small focus group and discovered that most of these individuals were teenagers in the 80s. With 80s nostalgia currently trending, we decided to create a totally radical 80s-inspired digital and direct mail campaign.

Conveniently, and possibly sparking a brand refresh a year later, we were able to leverage Optus’ existing branding to bring this choice 80s campaign to life.

This multi-faceted campaign launched Optus’ UCaaS strategy. Today, Optus’s most sought-after product is its UCaaS offerings. Additionally, this campaign has won multiple American Advertising Awards.

Package #2

For the second send, we wanted the client to know we were serious about improving their communications technology. In true 80s fashion, we created a cassette mixtape to show them we “like-liked” them.

Each cassette tape had custom labels acting as a “business card” for the salesperson sending the box. The cassette cover featured a special message from the founder and CEO, and the track list was personalized for each recipient based on their name and company.

Side A of the cassette contained a special message about UCaaS. While we couldn’t book Madonna, we got the next best thing: an Optimus Prime impersonator to deliver the recording.

Side B featured a custom message from the salesperson to the client, with an 80s jam of their choice playing in the background. Some even chose to include their own bad karaoke renditions, embracing their inner rockstars.

Digital Assets

We created a custom landing page for our digital assets, matching the direct mail patterns and verbiage, with links to download UCaaS content. Fun fact: the handsome devil sporting a sick mullet is Jeff, an Optus Account Manager since the early 90s. Thanks for being a great sport, Jeff!