Amaysim has officially entered the Australian home internet market with the launch of its NBN service, accompanied by an engaging campaign that combines speed, fun, and affordability.
Featuring nine-time Olympic medallist Kyle Chalmers, the ‘Speedy Skill Challenge’ not only marks amaysim’s foray into home internet but also reflects its mission to champion customer satisfaction with high-quality, affordable options.
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B&T sat down with Peter MacGregor, chief marketing officer at amaysim, to unpack the latest campaign and just what inspired the brand’s step into home internet.
“Kyle was chosen as he’s one of the fastest swimmers in Australia, with nine Olympic medals to his name! He also has a positive, laid-back attitude, which aligns with amaysim’s unique tone and style, making him the perfect fit,” MacGregor explained.
“Humor and creativity are what make our campaigns stick,” MacGregor said. “They’re more memorable, relatable, and engaging, while staying true to our tone of voice. In campaigns like this one, we use playful, witty messaging to capture attention and create a sense of fun while simplifying our NBN offerings in a light-hearted way.”
Chalmers played an active role in shaping the campaign, even lending his sense of humour to its messaging. “By saying we’re passing the savings onto our customers, we’re highlighting that amaysim NBN speaks for itself,” MacGregor said. “Kyle has been hands-on throughout the process, suggesting different shots and creative angles to ensure the final product reflected his personality.”
What is the Speedy Skill Challenge?
The campaign invites Australians to show off their unique “speedy skills” in entertaining ways through social media submissions. Whether it’s scarfing down a meat pie or sinking multiple basketball hoops at lightning speed, amaysim is looking for creativity and fun.
“We’re excited to see participants demonstrate their unique ‘speedy skill’ in a fun, engaging (and safe) way,” MacGregor said. “While speed is the focus, it’s not just about traditional athletic skills like running, swimming, or jumping. We’re looking for a wide variety of creative and unexpected skills, from the speediest pancake maker to the fastest car washer or even the quickest ice cream eater”.
“It’s a way of connecting with customers while rewarding them in a meaningful way,” MacGregor noted.
The winner will receive five years of free NBN service and a $5,000 cash prize.
To maximise the reach of the campaign, amaysim is leveraging social media, influencer partnerships, and user-generated content. “We’re making the most of social media to get the ‘Speedy Skill Challenge’ in front of as many eyeballs as possible,” MacGregor explained. “Custom hashtags make it easy to track entries and keep the competition alive across multiple platforms.”
Moving into home internet
amaysim’s decision to expand into NBN was guided by insights into consumer dissatisfaction with existing providers. According to MacGregor, “Only 39% of consumers are very satisfied with their existing NBN providers, which offers a huge chance for us to swoop in as a customer-first alternative, offering better value and superior customer service to the bigger providers.”
“The research shows that 60% of Australians are seeking more affordable home internet solutions due to the rising cost of living. Additionally, 70% of home internet customers are open to switching providers for a better value proposition,” he shared.
In response, amaysim positioned itself as an affordable, reliable option for home internet users. “We wanted to provide Aussies with a better alternative,” MacGregor said. “With amaysim NBN, speed doesn’t need to be expensive.”
As amaysim continues to evolve, MacGregor shared his excitement about the brand’s future.
“Over the next few years, we’re all about supercharging our product range and building on our reputation for great value and simplicity,” he said. “As customer needs change, we’ll be right there, adapting to ensure we remain a competitive, customer-centric, and affordable full-service telco”.
“At the heart of everything we do is our founding purpose — to be courageous customer champions, always fighting for what’s right in telco. That principle will continue to guide us into the future,” MacGregor said.
