Australian digital telco Circles Life has partnered with national independent agency HERO to launch its very first brand campaign in Australia, dubbed ‘Untelco Yourself.’
With the country’s cost of living increasing and big telcos continuing to raise phone plan prices, the ‘Untelco Yourself’ brand campaign invites Australians to stand up to their overcharging and under-delivering telcos. The campaign follows the announcement of ‘The Big Price Freeze,’ a campaign ideated and executed by The PR Group that saw Circles Life pledge to freeze its base mobile plan prices for 18 months to support Australians who are feeling the brunt of inflation.
Ajay Sampath, global head of brand marketing at Circles Life, said: “In light of the recent price hikes from Telstra, we wanted our first brand campaign in Australia to capture our ongoing commitment to deliver an unrivalled customer experience at affordable prices, made possible through our advanced telco tech stack that we’ve built in-house. It’s an approach that makes us very ‘untelco’ and cost efficient, in comparison to the huge costs and overheads that legacy brands carry. With the help of the amazing talent at HERO, we’ve been able to highlight how we’re shaking up Australia’s telco industry – by being more tech than telco and striving to offer an unrivalled experience at unbelievable value to our customers.”
HERO worked closely with Circles Life to position the brand as the most ‘untelco’ telco on the market. Circles Life is more than just a digital telco, it’s a lifestyle brand that offers the value, flexibility, transparency and control that Australians require, especially during uncertain times.
Ben Coulson, executive creative director at HERO Sydney said: “Nobody likes their telco, and with the big three all hiking their prices, it’s time for some long-awaited revenge fantasies to come true. We’ve really enjoyed working with the Circles Life team to create its first Australian brand campaign ‘Untelco Yourself,’ and we look forward to what’s next to come.”
In true Circles Life fashion, the digital telco and HERO have created a character that embodies Australia’s big telcos and highlighted what hardworking Australians are experiencing. Now, whether this experience is an exaggeration is up to interpretation from consumers facing this reality as a big telco customer.
The ‘Untelco Yourself’ campaign has rolled out across all aspects of the Circles Life brand and product offering. The first phase of the campaign has been integrated to run across film, social, digital, outdoor, and at activations. The campaign TVC, can be viewed via Instagram or Youtube.
