BRX Launches First Major Optus Work Since Brand Refresh

Optus has partnered with BRX to design and launch its End of Financial Year campaign, marking the first major campaign for Optus built around the brand’s new visual identity rolled out in June this year.

As cost-of-living pressures continue to shape consumer behaviour, Australians are looking for more than just a good deal. 37% of Australians have delayed major purchases specifically to take advantage of EOFY discounts and 49% say that they will shop more strategically this year vs in 2025 They’re looking to make smart decisions that deliver value across every aspect of their connectivity needs.

The EOFY campaign positions switching to Optus as a ‘Smart Move’ -- bringing together great value offers, network performance and product benefits into one compelling choice.

Building on the ‘Smart Cookie’ with Optus concept introduced during the Samsung Galaxy S26 launch, the campaign evolves the idea of smart decision-making through the iconic Rubik’s Cube. The cube becomes a visual metaphor for bringing all the right pieces together -- combining Optus’ network, EOFY deals and product features to create the complete solution.

The campaign spans Optus’ key product categories, including prepaid, postpaid mobile, home broadband and Small Business, demonstrating how customers can find the right solution regardless of their connectivity needs.

Lauren Dawber, executive GM of marketing at Optus, said, “At a time when every dollar matters, Australians don’t want complexity -- they want clarity. This campaign is about cutting through the noise and showing that Optus brings the right mix of value, performance and benefits together, so making a smart choice feels validated and straightforward.”

Rolled out nationally across social, BVOD, out-of-home and retail environments, the campaign introduces the notion of making a ‘Smart Move’ at scale while showcasing Optus’ refreshed brand design system.

To further bring the idea to life, the campaign includes a series of experiential activations and special builds, including 3D out-of-home, a holographic display installation, a play-to-win claw machine experience and physical Rubik’s Cubes distributed through selected Optus retail stores.

As the first major campaign to showcase the new Optus brand identity, ‘Smart Move’ represents an evolution of the brand’s customer value story. By simplifying a complex category and helping customers connect the dots between network, value and benefits, Optus is demonstrating that making the smart move can be surprisingly simple.