Australia’s fourth largest telco, amaysim, has debuted its new brand platform Little Sim, Big Love to celebrate 10 years in business.
After a decade, the telco will reignite its "bold" spirit with a long-term brand promise.
The new platform will show "crazy customer love" by giving customers the things that matter most; great value, more data for their buck, no clingy lock-in contracts, Optus 4G network, no tricky catches, and surprising delights when they least expect it.
amaysim chief marketing officer Renee Garner says the new brand positioning "doubles down" on what the telco already does well.
“It’s about striving to really ‘get’ our customers and doing what it takes to keep the spark alive - the little things, the big things, the courageous things and the ‘what’s right’ things - even if it hurts," Garner says.
"It’s how we roll today, and it will fuel our growth into the future.
“Ten years ago, we introduced an antidote into the world of telcos – a customer-oriented simple mobile plan that does exactly what the customer needs, without any catches.
"Simplicity alone is now table stakes, and whilst it remains vital in proposition design and experience, what the world needs more of right now is kindness, empathy and love, and our superstar team already bring that for each other and our customers each and every day."
Little Sim, Big Love is the first piece of work from amaysim’s new creative agency 72andSunny after being awarded the business in August, following a competitive pitch.
Little Sim, Big Love will bolster a complete platform refresh across customer experience, product and service, internal culture and communications.
“Working with the amaysim team on their next chapter of growth has been truly collaborative," 72andSunny Sydney head of product Luke Martin says.
"We set out to transform the brand across the whole spectrum, with a shared creative ambition to do something different and I believe we’ve achieved that with Little Sim, Big Love.”
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