BizThinkTank

Background

Optus is Australia’s second largest telecoms company, heavily outspent by the number one, Telstra. They had three problems. One, low brand awareness. Two, small businesses were unaware of what Optus could do for them specifically. Three, fuel costs were soaring, the Australian dollar was falling and a global credit crisis was looming. Research revealed that small businesses simply did not have the sort of information larger businesses take for granted and that they were looking for simple, practical solutions to help them survive in tough times. The challenge was how to give it to them.