amaysim Takes Liberation to New Levels, Baring All with WhiteGREY
Award-winning Australian telco, amaysim, has today launched a new brand platform, Go on, feel amaysim, with a tongue-in-cheek campaign, which is a call to action for all Australians to break free and feel the thrill of affordable mobile freedom.
Set against the backdrop of soaring cost of living pressures, the campaign shines a light on the brand’s ongoing mission to liberate customers from the typical drawbacks associated with the telecommunications industry, enticing them to experience the freedom felt from breaking free from unnecessary telco expenses and worry. The message is brought to life in a quirky, creative film that sees everyday Aussies feel the raw freedom of affordability in amaysim’s fun, cheeky tone of voice, directed by accomplished Australian filmmaker and director, Gracie Otto, from Photoplay.
Head of brand & communications at amaysim, Jeddah Ryan, said she is thrilled to bring such a positive and fun campaign to market in tough times.
“We’ve been providing excellent value and crazy customer love to over 1.4 million customers Australia-wide for well over a decade, but there are still many more Aussies who don’t know who we are or what our point of difference is. Given the current economic climate, it’s the perfect time to showcase the positive feeling our customers get when they ditch their telco for our affordable mobile freedom,” said Jeddah.
“We are excited to evolve our brand platform to drive the next phase of growth for our business and are sure that the thrill of a quintessentially Aussie nudie-run will capture attention in a noisy market. I mean, who doesn’t want to break free from big telco bills and feel amaysim? The film is bold but 100% authentic to our courageous brand. We’re thrilled to have worked alongside the talented team at whiteGREY and director Gracie Otto to bring the brand into its next stage of creative evolution.’
whiteGREY’s chief creative officer Chad Mackenzie said: “We love a client who is prepared to go all in on building their reputation as a category disruptor. amaysim is that brand and they’re certainly going to stand-out in all the right ways.”
Chad said: “Working with Gracie and the team at Photoplay has been an absolute pleasure. The energy and invitation that comes through the film kicks off the new brand tone so brilliantly and really drives the call to arms around making a break for telco freedom. This is a brand platform that will really set amaysim apart in the category.”
whiteGREY’s remit included creative strategy – in consultation with strategy consultant, Manifesto - creative ideation, messaging framework and production.
The brand campaign will see a multi-format rollout across broadcast, digital and social, aimed at exciting Australians about the benefits of switching to amaysim versus a traditional telco.
