The campaign from Optus launches its free 7-day network trial, the first of its kind in Australia, by playfully acknowledging that it sounds almost too good to be true.

Optus is so confident Australians will love its award-winning mobile network that it’s
giving them the chance to experience it for free by launching a new 7-day network trial. This initiative allows
customers to try the Optus network free for 7 days without any commitments or payment details, just
download from My Optus app and go with any eSIM compatible mobile device.

The trial is the first of its kind to be offered by a telco in Australia, and showcases Optus’ confidence in its
network speeds and coverage. Launching such a disruptive product required a disruptive campaign, and
that’s what Emotive in collaboration with the Optus marketing team have delivered. The ‘No Catch’
campaign playfully acknowledges that although the free trial might sound too good to be true, there really is no catch. You don’t even have to be Delta Goodrem’s assistant or Jason Donovan’s flatmate, which is

lucky, because it turns out they can be a bit tricky.

Delta Goodrem: “I just want everyone to know that being my assistant is not bad at all (you can ask her)
and that artichokes are, in fact, heartbreaking, because they do have hearts. I loved getting creative with
the team and coming up with the campaign - no catch from Optus, other than the artichoke song likely
getting stuck in your head.”

Cam Luby, Head of Consumer Marketing, Optus: “We're inviting Australia to experience our award-winning
network free for 7-days. No commitment, no credit card, no catch. That's how confident we are in our
network coverage and speed. This campaign marks a change in our stance in the market, and it will be the
first of many to come. Optus is on the front-foot delivering the kind of innovation and energy consumers
desperately need from this category. We're proud of the product, proud of the work, and we had a lot of fun
making it.”

The campaign includes 2 x 60” and 2 x 30”, along with 15”, 10”, 6” assets extending the story in social. These
are complemented by a full suite of supporting OOH, digital and retail comms courtesy of Optus’ internal
Yes Agency that promote just how easy it is to take the trial.

Jason Donovan: “When Optus asked what the hardest part about being my flatmate would be, I said it
would probably be living with my obsession and my shrine, and they said yes that would be quite hard,
let’s make it the catch for our no catch campaign - Australia will love it.”

Darren Wright, Group Creative Director, Emotive: “When an offer comes up that’s too good to be true, you
can’t help but think ‘what’s the catch’. With The Optus Network Trial there isn’t one. A beautifully single
minded idea. One, we've been working closely with Cam and his team that taps into its challenger spirit.
And, with the help of Delta Goodrem, Jason Donovan, an artichoke, a wedding dress and the mighty Ariel
Martin and scoundrel crew we’ve done it in a really fun way that we think people are going to love.”