Optus Partners With BRX For 'Smart Cookie' Campaign

"Optus has partnered with BRX to launch the new Samsung Galaxy S26 series with a campaign to on help customers get more value from technology. Rather than focusing purely on specifications or price, Optus aimed to reframe the upgrade to give customers the satisfaction of knowing they made the smart call."

"The idea is brought to life through the 'Smart Cookie', a character with an oversized cookie head. It draws on familiar cultural language to signal smart decision making. The campaign showcased key Samsung Galaxy S26 and Android experiences, including Circle to Search with Google. It aimed to position the phone as an intelligent tool that helps people make faster, more confident choices in their everyday life."

"“There's a lot of choice in market today, and customers are ultimately looking for value and simplicity. We wanted to show that choosing the Samsung Galaxy S26 series on Optus is a smart move - combining powerful AI features, a premium smartphone experience and the value of a great network and plan.”"

"Rolling out across BVOD and social, the campaign introduced 'Make the smart move'. The 'Smart Cookie' was physically built and worn by an actor, with the film shot on location at Bondi and captured in-camera."

Optus partnered with BRX to launch the Samsung Galaxy S26 series with a campaign focused on customer value rather than only specifications or price. The campaign reframed upgrading as making a smart decision, emphasizing satisfaction in choosing the right technology. A character called the “Smart Cookie,” with an oversized cookie head, used familiar cultural language to signal smart decision making. The campaign highlighted Samsung Galaxy S26 and Android experiences, including Circle to Search with Google, positioning the phone as an intelligent everyday tool. The message centered on combining powerful AI features, a premium smartphone experience, and the value of a great Optus network and plan. The campaign rolled out across BVOD and social, using a physically built character filmed on location at Bondi.

Read at B&T