Speed has undoubtedly become the currency of Internet products. To demonstrate this we chose a peregrine falcon, indisputably the fastest creature on earth, accompanied by a single-minded 'Fly' theme. Together they combine to communicate the speed message and the falcon’s complete mastery of the skies to communicate freedom and availability. The falcon’s prestige lends itself to the premium feel of Optusnet. We also created our own futuristic download bar, appropriating and updating this icon that is synonymous with Internet connection speed. This integrated campaign of over 60 elements included: DRTV, outdoor, online, DM, POS, and localised creative for individual suburbs across Australia. It has been Optus’ most ambitious and successful launch campaign to date.

Target: 13,000 calls per month and a conversion rate of 4,290 new connections per month. Actual: Over 30,000 calls per month = 242% of target.Conversion rate was over 9,000 new connections per month = 54% over target. Reduced Cost per customer by 44%.