The Dodo rebrand campaign was the brainchild of Deloitte, representing its first major campaign since its entry into creative consultancy.
Internet service provider and energy retailer Dodo has teamed up with Deloitte and PHD in order to launch the brand’s first rebranding campaign since its foundation in 2001.
The campaign aims to re-position Dodo within the Australian market as well as transform and improve its customer service experience.
The re-branding also includes the improvement of customer call service experience and a PR campaign to compliment the marketing and customer service investments.
The underlying creative concept of the campaign tells Australian consumers to “save it for spending."
It suggests that Aussies should be able to save money on the expenses they need to pay for, such as include power, gas, internet, nbn, so that they can instead spend their hard earned money on the things they want.
The campaign promotes Dodo's new lower price, higher value plans.
Dodo general manager of marketing and sales Andrew Wynne, says customers were increasingly choosing better value over service – where often it’s the perception of premium service rather than any significant difference.
“The nbn rollout has levelled the playing field which allows us to deliver better value for customers while using the same network,” Wynne says.
“Our brand and communication strategy for Dodo is focused on fairness and transparency, which will be critical in competing in a market dominated by incumbents.
“It’s been 17 years since the original Dodo bird and the ‘internet that flies’ jingle first flew onto Aussie screens, so we’re excited to reveal a new Dodo."
The Dodo rebrand campaign was the brainchild of Deloitte, representing its first major campaign since its entry into creative consultancy.
Deloitte Digital chief creative officer Matt Lawson says it was a privilege for a creative team to get a brief to transform a brand like Dodo.
“While we’d love to take all the credit, absolutely love it, the team at Dodo has been incredible strategic and creative partners every step of the way,” Lawson says.
Partner at Deloitte creative brand and media Adrian Mills adds “We’ve loved working on this. It’s a smart repositioning and a credit to this group for having a vision and executing upon it. What you’re looking at here are the first few steps in a comprehensive evolution of Dodo and I hope it makes people feel differently about a brand with a lot of potential.”
The campaign will be executed through TV, print, online and outdoor mediums as well as a new brand website and a renovation of their social media channels.
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