Paper Moose Invites Aussies to Become 'Tree Parents'

With felix mobile, you get a tree planted on your behalf for every month you’re on their mobile plan…which technically makes every customer a tree parent. 

This new campaign via Paper Moose brings that thought to life in their usual playful fashion, introducing us to dozens of cute, mischievous tree babies and their proud parents. 

Says Nick Hunter, co-founder and CEO of Paper Moose, “This is a cheeky, cheerful campaign that’ll get people’s attention with heaps of room for the characters to stretch, or branch out (sorry), across other channels - especially social media, not to mention highlight Felix’s eco credentials in an entertaining way.” 

We asked Nick to elaborate on the campaign's unique, deft touch, and he happily obliged us.

LBB>  What was the initial client brief?

Nick> It's part of a larger brand awareness campaign: "The Plan with a Bigger Plan". We've been with Felix from the beginning, and wanted to highlight what makes them distinctive, in line with that broader strategy. The brief was to develop a “killer” brand campaign that drives brand awareness, has longevity, is distinctive, ownable and drives consistency, in the research, it showed that trees were one of the number one drivers that kept people with Felix and the value of the plan being the thing they initially switched for. Thus the line switch for the value stay for the trees was born.

LBB> How did you come up with the idea of 'tree parents'?

Nick> It was just an odd non-sequitur! Obviously, these trees are going to be planted all around the world, not ferried into people's waiting arms. Although, sometimes we do have people write in about that. But, regardless, it's really a case of extrapolating the brand promise or concept into the ridiculous. That's the sort of thing that sicks in customers' minds; that makes the brand memorable. Jermaine and Nate, our two key creatives on this, really grasped that sort of thing in a huge way. Add to that the fact that we know that characters tend to do really well, and it all came together pretty naturally!

LBB> How does the campaign fit with Paper Moose's broader ethos?

Nick> We started Paper Moose as an entertainment company, not an advertising company. And while, obviously, we do make ads, we like to create value for consumers; to produce work that doesn't necessary feel like ads. If we can get that right; if we can entertain people and lodge in their brain through that value, then that creates a deeper sales message. On top of that, as a B Corp, we believe strongly in being purpose-drive and advocating for sustainability. But there is a chance that sustainability messaging can come across as holier-than-thou, and that's what we want to try to avoid. First and foremost it's a great value plan with good values, delivered with humour.

This is the third brand campaign Paper Moose has created for felix mobile, a carbon neutral telco, part of the TPG group. 

Kate Limbach Clarke, Senior Brand Marketing Manager at felix mobile says, This campaign is such a celebration of what our brand is all about. Our focus is always the customer and our planet, 'Switch for the value, stay for the trees' embodies this in such a light hearted way - we are thrilled it is out there across all touch points! Another successful campaign idea launch with Paper Moose 

The new campaign is live now on Out of home advertising, key digital channels and social media. With more channels to roll out throughout the lifetime of the campaign.