Australia’s low cost mobile provider, amaysim, has launched the latest phase of its new brand campaign via BMF, ‘Say Hi to More”’, Across TV, outdoor and digital media placements.
Despite being a breath of fresh air ind a much-maligned industry, consumers have often thought that amaysim is too good to be true, questioning how a mobile provider can offer such great value plans, and solid Aussie-based customer support, when its budgets are a fraction of the carriers that dominate the market.
BMF was tasked with tackling this question head-on while increasing awareness and consideration of the brand, which relies strongly on word-of-mouth. In doing so, BMF also needed to build a brand platform that will boost customer acquisition and reinforce amaysim’s growing reputation as a true challenger in the mobile services space.
The ‘Say hi to more’ campaign is based on a simple truth: With no lock-in contracts, amaysim has to work harder than the bigger telcos to earn its customers’ happiness – every day. The amaysim team has to go the extra mile, in everything it does to keep its customers happy and grow as a business.
To bring this to life, BMF distilled the hard work, incredible service and restless vigour of amaysim into a new brand icon: the ‘orange arm’. This animated limb goes the extra mile to deliver Australians more data and unlimited talk and text as and when they need it most, even in the most awkward of circumstances.
Andrew Balint, Marketing Director for amaysim, commented on the new brand platform: “In a market where people are being bombarded with telco promises and hype, we really wanted to keep our promise simple – we’re giving people more of what they need. When we launched our flagship plan, amaysim Unlimited, three years ago it was all about talk and text. Now, while talk and text are commoditised, it’s all about data.”
Balint continued: “The trick is to bring this to life in a fun, attention-grabbing way that really shows we’re giving Aussies more than enough data to keep them connected without fear of bill shock or two-year telco handcuffs, while still offering a helping hand with our award-winning customer support. Our new ‘Say hi to more’ brand platform really nails this. Our media approach to leverage this platform is all about smart, targeted and continuously optimised placements across online, TV, social and outdoor, rather than the usual telco shotgun approach and we can’t wait to see the results.”