A mandatory of the brief was to use an animal metaphor, in keeping with the current Optus ‘animal’ campaign. Our idea was to use the ‘squares’ on a giraffe’s neck to communicate the various elements of the offer. We then reveal that the giraffe’s neck is so long, and the offer so good, that he’s ‘head and shoulders above the rest’ – even above the clouds, in fact. It was a simple, effective metaphor that clarified a complex offer.

The results speak for themselves. The first month was 173% of target across four stations, with a cost per call at 57.7% of forecast. Even six months later, in March 2005, calls continue at 169% of target with a cost per call at 59.4% of forecast. An outstanding response and a happy client.