We worked with Optus to develop their national 5G strategy and launch campaign. It started with replacing the “S” in “OPTUS” with “5G” - which helped make the brand synonymous with the new technology on every customer’s phone. The launch campaign was then designed to help consumers understand the often confusing terminology around 5G by using character groups of five people that begin with the letter ‘G’: 5Geniuses, 5Grannies, 5Guitarists and 5Game Characters.