The Challenge

Optus recently acquired the broadcast rights to the Premier League. To access all 316 matches of the 2016/17 season. Anyone wanting to watch Premier League would need to be either a new or existing Optus customer. This meant millions of Australians on competitor networks were faced with the prospect of acquiring a second mobile or internet service provider if they wanted to watch the Premier League. Because of this, Optus wanted to connect with this audience in an engaging way to communicate how they could access the Premier League.

A further challenge we faced was that the Optus Sales team operate between 9am and 8pm Monday to Friday. To account for this, we built a mechanic that automatically responded to users who engaged outside of office hours. Any user who engaged with the video ad unit and sent a Direct Message to the Sales team between the hours of 8:01PM and 8:59am AEST Mon-Fri received an auto-response to the Direct Message. This response confirmed that the team would be in touch during working hours. A link to the Optus site was also provided in the message so that the user could read up on the offering while they waited for the team to respond. Amobee weighted the campaign delivery to key times of the day throughout the week to ensure that Optus team was able to achieve a minimal response time to each request.