Ideas for advertising
There is no doubt that the advertisements under the discussion bear the unique features of the Optus Company, with its peculiar shades of colors and the idea behind the colorful scenes. However, it must be admitted that each of the advertisements used a unique approach to create an impression of something brand-new introduced to the audience. Interconnected with a single idea of the company and the facilities which it suggests to the people, and at the same time featuring different opportunities the company can provide, these commercials are little masterpieces of the advertisement art.
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Comparing and contrasting the details of each piece, one must admit that each of them suggested a highly creative approach to demonstrating the new features and created an impression of something strikingly new. Yet each of the advertisements is intertwined with the other to create a pattern of the brand identity.
It becomes obvious even to a stranger when watching each of the episodes that the company dwells upon the ecological issues of modern communication means and emphasizes the fact that their production is completely environmentally-friendly. The proof for such ideas is the use of the animals in the advertisements – they look as if taken out of the hot African sun and placed right in the heart of megalopolis. In some of the adverts, however, the natural African background was used to make the safety of the brand product even more evident. Also, it must be noted that the adverts featured some rare species of animals. Thus, by buying Optus mobile phones, one could feel like contributing to Australian wildlife preservation. It was also the effect of “simple life”, living closer to Mother Nature, which affected the spectators.
It is peculiar that each of the pieces features strong, powerful animals, thus making clear at once that the company is worth relying on. Wise as an elephant, mighty as a tiger, and gracious as a giraffe – all these qualities meant that the brand was bound to attract the audience’s attention.
Another important issue is the color palette that has been chosen for each piece. Shifting from the dandy and mild colors introduced for the company image in 2006 ads, it gradually turns into the bright and daring rainbow-like ad of 2010. With this simple, yet efficient trick the company managed to emphasize the key features of their brand once again – they made it clear that the Optus Company is ready for changes and innovations, s usual, and at the same time placed the familiar images of animals to keep the traditional advertisement identity and trigger the associations with the company.
However, it must be mentioned that the new 2010 commercial deviated from the old ideas of power and reliability which the brand was breathing within the previous pieces. Yielding to the new methods of attracting the public and the new idea of what an advertisement must be, Optus built a somewhat weak image of their brand. Emphasizing the diversity which the company features in 2010, Optus created a blurred idea of the brand. In contrast to the stability and the wealth which the previous commercials signaled about, the 2010 piece mentions the ease of the new mobile phone models. Losing on the solidity which it used to have, Optus still balanced the lack of reliability with the innovations suggested to the public. It can be suggested that the brand of Optus was slightly changed in the last piece.
Still, it cannot be denied that the very core of the brand identity, which is the images of the animals, did not undergo great changes. Deciding to shift radically from a sandy African palette to the bright rainbow-like cast of colors, the company did not alter the key idea underlying the image, which is the most important about the advertisements. Thus, it must be considered that each of the commercials is completely in line with the brand identity – only the things which lied on the surface changed.