Optus has launched its consumer 4G services in Sydney, Newcastle and Perth with an M&C Saatchi campaign across press, outdoor and digital. More will follow when Optus 4G services go live in Melbourne on September 15th.

The campaign creative uses the line, “Optus4G. Brace yourself” to pitch the new services and shows faces enhanced as if wind-blasted by the Optus 4G yellow cube. The interactive digital banners enable users to simulate the wind-blast effect themselves.

The Optus launch has occurred one year after Telstra's.

While Optus has so far delivered its 4G network to less of the country as a whole, it has a larger footprint in the major cities than its rival. Telstra has only extended its 4G network to a 5km radius of the Sydney CBD, while Optus boasts that its network goes out 10km. Telstra claims that it will extend to 15km by June 2013.

"Our focus is making sure we deliver the network experience we want to deliver correctly the first time. We don't want to be in a situation where we rush out and launch something and find we've got a network under strain," reported Optus' head of regulatory affairs, David Epstein."That's happened with other carriers, and that's not a place Optus wants to be."