Our ongoing relationship with felix mobile has seen us assume the role of both brand custodian and creative partner, supporting the entire sales funnel to make felix the fastest growing telco in the TPG Telecom group. From building the brand from scratch, to developing the customer experience, to delivering multiple above-the-line and tactical campaigns, we’ve proved that being eco and profitable is possible.
2021 AGDA ‘Design for Good’ Merit award
2021 Communications Alliance Sustainability Award
2022 Green Excellence Award, CANSTAR Blue
2022 Green Mobile Provider of the Year, Finder
2021 & 2022 Mobile Phone Provider of the Year, Product Review
2022 Sustainable Mobile Provider of the Year, WhistleOut
We were selected by Vodafone, now TPG Telecom, to help create and launch their new brand from the ground up. As a single mobile plan with strong eco credentials, the launch campaign needed it to look, speak and be unlike anything in market while still speaking classic telco language to compete in the busy mobile space.
Over a year’s work went into planning and creating the striking branding, from logo design and typography, through to imagery and illustration style. Building the brand from scratch also meant there were more considerations than normal.
We needed to design a clever SIM card pack, provide the new team with merch to use internally, and create a library of brand imagery, all before we even got started on the campaign.
felix was the first phone plan to lead with its eco creds while also advocating for a kind telco industry that valued people and planet above profit. To gauge the interest of consumers and hype the new phone plan, we created a register your interest campaign that highlighted the relatively unknown carbon cost of mobile signal towers using farts — ripping through apathy with a fart joke.
Behind every touchpoint was our brand platform, The Plan with a Bigger Plan — a statement that defined the product and its purpose perfectly. Our launch campaign needed to hit both these beats to ensure it would resonate with both a progressive, environmentally focused audience as well as piquing the interest of traditional price-driven customers. We brought this to both audiences using a 50-50 concept that showcased the plan with equal value to the user and the planet.
We continued to champion felix’s eco creds and increase recognition of their peachy brand colour with “This is green” — a campaign that created a prediction error to make our audience think twice about felix’s offering.
The centrepiece of this national campaign was a Melbourne CBD mural that absorbed as much CO2 emissions as a mature 250kg tree does in six months — a key brand act to remind us all that there’s always more we can do to reduce our impact.
At street level, we rolled out a triptych of street posters that leveraged Federal Election data to attract the attention of Greens voters in key metro areas.
Turns out, people who are interested in a feel-good mobile plan like feeling good themselves, so we leveraged humour and playfulness in our below-the-line campaigns to ensure our sales message hit home happily. felix means happy, after all.
felix mobile plant one tree for every month you’re on their mobile plan, which technically makes you a tree parent. To make sure our 2023 campaign took root in Aussie minds, we decided to take that thought quite literally and create dozens of baby, animated trees.
This made for a bunch of fun, distinctive felix mobile content, which we could easily branch out across different platforms. The range of characters and scenarios meant there was no limit to how far we could take the adventures of ‘Luke-alyptus’ and his leafy siblings.
Throughout our relationship, we have continued to deliver a rare triple bottom line: protecting and strengthening felix’s brand to attract and retain customers while empowering felix’s mission to transform the telco industry one tree at a time.
