Belong has unveiled a new national campaign via OMD, delivering a media-led execution that transforms everyday internet behaviour into a powerful demonstration of the brand’s platform: ‘Just BE’, making it simple to be connected.
The campaign ‘Simple Solutions’ positions Belong as the enabler of connection by tapping directly into how Australians already use media platforms to navigate life’s everyday chaos. Recognising that millions of Australians look to online communities for simple, practical solutions, OMD uncovered a powerful behavioural truth. This became the foundation of the campaign, with media serving as both inspiration for the idea and the force that amplified it.
Rather than telling audiences that Belong is simple, the work uses media to demonstrate it, elevating real, practical solutions sourced from online communities and amplifying them across an integrated media ecosystem.
At the heart of the campaign is conversations on Reddit. Working in collaboration with the social platform, OMD Create – OMD’s integrated content and partnerships solution – identified and curated authentic ‘simple solutions’ from real conversations, turning native community content into the creative platform itself. In partnership with Pembleton, these real solutions were then elevated into branded creative that celebrates the internet in its truest form: unpolished, practical, and deeply human.
“This campaign shows what Belong looks like in the real world – useful, human and genuinely connected to how Australians live. Customers that are attracted to a value brand like Belong increasingly turn to online communities to seek recommendations, which is why Reddit is such a natural fit for this campaign,” said Peita Golden, Belong’s CMO.
“By elevating content generated by communities online and bringing those ideas to life through partners like Nova and broad OOH channels, we’re turning our brand platform into something people can see, hear, experience and connect with in a simple way. It’s a simple idea, executed in a way that reflects the role Belong plays in helping Australians navigate life’s chaos and be connected to what matters most to them.”
“We knew the only way to prove simplicity was to show up in the places people naturally go to connect, feel a sense of belonging online and to just be. Partnerships were central to the strategy from the start; planned as a triple threat to allow us to connect with established audience bases, earn disproportionate brand attention, and leverage unique content to make our simplicity tangible,” added James Rawlings, OMD Group head of strategy.
The media ecosystem was then designed to scale these community-led ideas into culture. Native Reddit placements ensured authenticity at the source, while national out-of-home executions brought online solutions into the physical world.
The campaign further extends into audio through a partnership with The Chrissie Swan Show nationally on the Nova Network, where simple solutions are brought to life live on air and audiences are invited to share their own.
The campaign is live nationally across Reddit, out-of-home and radio, marking a bold new chapter in Belong’s brand platform and reinforcing OMD’s commitment to delivering integrated media ideas for clients.
Credits:
Belong
Peita Golden – Chief Marketing Officer
Josh Bailey – Head of Marketing
Lara Murray – Marketing Manager, Brand
Kate Lightfoot – Creative Lead
OMD
James Rawlings – Group Head of Strategy
Sharon Cookson – Managing Partner
Sam Hey – Group Investment Director
Camilla Wallace – Business Director
Dan Johnson – Account Director
Nico Biggio Corona – Account Manager
Jen Murnane – Account Manager
Mia Koulis – Account Executive
Eliza Broad – Media Implementation Executive
