Creating and launching a new Australian brand
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 (just like the product), while still speaking classic telco language to compete in the busy mobile space. We were also dealing with two very distinct audiences. Those who wanted a simple, well-priced mobile plan and those ecowarriors who were going green where they could.
Our campaign highlights the larger story of the telco’s social and environmental mission, while also allowing it to communicate its traditional telco features, such as unlimited talk, text and data. It’s all about value, with green values. The ‘bigger plan’ refers to it being the first to be powered by 100% renewable electricity, certified carbon neutral and to plant a tree a month for every active customer. As a young brand still finding its feet, and planning many more projects, it’s a flexible platform that can naturally grow with the evolving business.
felix plants a tree every month for every active customer. To ensure people really understood and appreciated the value of this offer (and how important trees are), we focused our film efforts on this key USP. Elements were borrowed from slow TV and ASMR to create a strong sense of being outdoors (a popular trend in 2020), leaving viewers with that felix feeling: relief and balance.
The entire campaign was completed in-house, meaning we could get it just right. From council approvals for planting native trees without a threat of biohazards, to the high-end beauty that only anamorphic lenses can deliver, every detail was produced and crafted with the utmost care and expertise.
We produced a media breakfast to help introduce felix to the Aussie media. The devil was in the detail, with organic, native foods on offer, as well as free saplings endemic to the Sydney basin.
Over a year’s work went into planning and creating the striking branding, from logo design and typography, through to imagery and illustration style. All work was borne from extensive research analysis and consumer testing - meaning it was easy on the eye and effective. 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.