How whiteGREY and Amaysim Broke Free from Telco Restrictions and Embraced Mobile Freedom
There are few things more annoying than a non-flexible telco, which is why amaysim sought to provide value-driven services for consumers. To do this, they enlisted whiteGREY to develop a campaign to encourage people to switch to amaysim.
The recent amaysim campaign plays into this wider brand strategy by encouraging Australians to embrace the thrill of affordable mobile freedom.
Jeddah Ryan, amaysim brand manager, sat down with LBB to discuss the campaign, shedding light on the concept and the message it aims to convey. She also talks about campaign execution and the collaboration between amaysim, whiteGREY, and director Gracie Otto.
LBB> How did you develop the concept for this spot, and what message do you hope to convey to consumers through this campaign?
Jeddah> The idea for the campaign was born from customer insight. When talking with our consumers what is clear is that they want to use their mobile phone where, when, and how they want without worry - it’s that simple.
Whilst this isn’t a new concept – amaysim has been giving customers mobile freedom via simple, affordable solutions since day one – the challenge we face is not enough Aussies know we exist. With that in mind, we created a campaign that is a light-hearted dramatisation of the feeling customers get when they’re free from typical mobile restrictions, but that also says something about who we are. We want Aussies to know that to have mobile freedom, you don’t have to pay high telco prices – at amaysim, you will receive affordable flexibility, which will feel amay-zing!
LBB> The campaign emphasises the brand's mission to liberate customers from the drawbacks associated with the telecommunications industry. How does amaysim differentiate itself from traditional telcos, and what specific benefits do customers experience when they switch to amaysim?
Jeddah> 13 years ago, amaysim launched with a mission to disrupt the mobile market with simple, great-value plans with no lock-in contract, giving customers the freedom to stay with us because they loved us, not because they were locked in. We were the first sim-only, month-to-month carrier in Australia. Since then, the market has slowly followed us, but that hasn’t changed our mission. Finding ways to ensure customers continue to have mobile freedom is at the heart of what we do. Aside from offering great value data inclusions (at an affordable price point), we also provide unlimited data banking, so our customers don’t lose what they don’t use. We have customers who are data trillionaires already!
But most importantly, we ensure our customers are on the best deals. There is no loyalty tax at amaysim. We don’t prioritise new customers over our existing ones. That means if we change our plans, we automatically move/upgrade our current customers to the more favourable plan. That’s very unusual telco behaviour.
LBB> How did you ensure the film captured the brand's fun and cheeky tone while effectively conveying the message to viewers?
Jeddah> Our campaign's fun, playful nature reflects the internal culture here at amaysim, so bringing that to life came very quickly! The message itself is something we spent a lot of time on. The marketplace is very noisy, and Aussies are time-poor, so nailing what’s concise was vital. We take the service we offer our customers very seriously, but that doesn’t mean we can’t have some fun with how we communicate it.
LBB> In the current economic climate, how do you plan to create awareness among Australians who may need to become more familiar with amaysim? What strategies and channels will you utilise to engage with potential customers and communicate the brand's unique selling points?
Jeddah> The campaign was created to break through the market's clutter and grab potential customers' attention. We will utilise several channels to deliver the message: Digital media allow us to meet our customers where they are (no chances taken on incidental discovery!). Audiovisual will enable us to share more engaging messages in a way that tells you who we are, not just what we sell. We like to ask our people why to join the navy when they can become pirates – this goes for our customers too!
LBB> The collaboration between amaysim, whiteGREY, and Gracie Otto has played a crucial role in bringing this campaign to life. Can you elaborate on how this collaboration influenced the creative direction and execution of the movement? What strengths and expertise did each party bring to the table?
Jeddah> Absolutely – we thrive on working with a village of clever people who are specialists in their field. whiteGREY was relentless with a stream of ideas that challenged what a telco campaign could be and didn’t stop until we nailed it. Gracie and Photoplay tapped us into the cultural zeitgeist with spot-on casting and production values that reflect the latest and greatest in film (plus bucketloads of enthusiasm for hairless cats!).
LBB> As the brand evolves its platform and enters the next growth phase, what are your goals and expectations for this campaign? How do you measure its success and impact on the brand's growth and market position?
Jeddah> We won’t stop until every Australian has tried amaysim. We are the fourth largest telco in Australia, but there are a large number of Aussies who haven’t heard of us. This campaign is part of our ongoing mission to change that.
LBB> Could you provide details on the specific strategies and tactics employed by the campaign? Are there any innovative or unique approaches you plan to take?
Jeddah> As I mentioned earlier, the campaign was created to break through the marketplace clutter and grab potential customers' attention. We will utilise several channels to maximise exposure. I can’t give too much away, but we have some exciting partnerships and activations in the coming months.
