To demystify the faceless world of internet and mobile.
Tangerine Telecom has stepped up its mission to demystify the complex, faceless world of internet and mobile with a new brand platform, Refreshingly Simple, in partnership with The Royals.
The brand platform is introduced via an integrated campaign positioning Tangerine as Australia’s uncomplicated telco, helping its customers squeeze the most out of their connected lives.
In a series of 30-sec, 15-sec and 6-sec TV spots, falling lemons illustrate the frustration of unreliable and bamboozling internet providers while presenting Tangerine’s straight-up personality – and cheeky mascot Peely – as the refreshingly simple antidote.
The campaign’s tagline, “When internet gives you lemons, get Tangerine,” is a call to action for Australians to make the switch as the telecom seeks to claim a bigger share of the market against Telstra, Optus and Aussie Broadband.
Rick van Emmerik, head of marketing at Tangerine, said the company's vision at Tangerine is to take the confusion out of telco.
"We break things down – no jargon allowed, no lengthy T&Cs, no mystery around the best deal you could be on - and we keep our customers in the know," he said.
"The ‘Refreshingly Simple’ proposition and accompanying campaign by our partners at The Royals captures exactly who we are as a brand, and we couldn't be happier.”
The Royals executive creative director, Sebastian Vizor, said this was one of those great briefs from a great client that you can’t help but get excited about.
"I mean, what’s not to love about an ad that makes you want to change internet providers and have a gin and tonic at the same time?" said Vizor.
Tangerine currently provides more than 100,000 Australian households with NBN and mobile services.
Credits:
Creative Agency: The Royals
Production Company: Clockwork Films
Director: Florence Noble
Sound Studio: Smith & Western
Campaign partners:
Ad Union (Media)
BrandHook (Research)
