'Go on, feel amaysim' via whiteGREY

5 June 2023
 

Advertiser: Amaysim
Creative Agency: whiteGREY
Media Agency: Avenue C

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Feel the thrill of affordable mobile freedom.

Australian telco amaysim has 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 sthe oaring 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 creative film that sees everyday Australians feel the raw freedom of affordability in amaysim’s fun, cheeky tone of voice, directed by Australian filmmaker and director, Gracie Otto, from Photoplay.

Head of brand & communications at amaysim, Jeddah Ryan, says 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," said Ryan.

“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 CCO, Chad Mackenzie, said the agency loves 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. Working with Gracie and the team at Photoplay has been an absolute pleasure," said Mackenzie. 

"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.

 

Credits:

amaysim

Head of amaysim – Renee Garner

Senior Director, Sales & Marketing – Lisa Vitaris

Head of Brand & Communications – Jeddah Ryan

Brand & Campaign Manager – Sheryl Singh

 

Creative Agency - whiteGREY

Chief Executive Officer – Lee Simpson

Chief Creative Officer – Chad Mackenzie

Executive Creative Director – Joe Hill

Creative Director – Ronojoy Ghosh

Creatives – Kieran Adams, Tom Spicer & Grace Bortolazzo

Strategy Director – Brooke Thompson

Head of Production – Colin Tuohy

Group Account Director – Natalie Robinson

Account Director – Pat de Silva & Jacqueline Gualdi

 

Brand Consultant – Manifesto Director – Lorenzo Bresciani

 

Media – AvenueC

Media Director – Clare Zappia

Business Director – Elena Giannini

 

Production – Photoplay

Director – Gracie Otto

Executive Producer / Producer – Emma Thompson

Executive Producer – Florence Tourbier

Stills Producer – Ross Colebatch

Photographer – Mark Clinton

DOP – Campbell Brown

Editor – Simon Njoo

 

Music Supervision & Sound – Squeak E. Clean Studios

 

Post Production - White Chocolate

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