EOFY is one of retail’s most competitive periods and cost-of-living pressure had shoppers weighing every dollar. Optus needed to stand out from the pack with one clear reason to switch, bringing value, network performance and product benefits together.
BRX evolved the ‘Smart Cookie’ idea from the Samsung Galaxy S26 launch into ‘Smart Move’, paired with a visual device that brought Optus’ network, EOFY deals and product features into one solution. It ran across retail, OOH, digital, social and owned channels. It gave shoppers a smart reason to choose Optus at the busiest time of the year.
