Work

Amaysim Unlimited Launch

Challenge

Launching in November 2010, Amaysim is one of the latest entrants into the cluttered telco market. It’s an unknown brand with big aspirations to shake up the core beliefs of the existing major Australian telcos.

Focused on above the line campaigns only, the Amaysim team soon discovered that the majority of their audience was online so we were briefed to help them strategically broaden their appeal to a new audience through new digital channels and start a conversation grounded in service.

Our challenge was to create an acquisition campaign across all digital channels including display, eDM, eCRM and social media to promote their new product – AMAYSIM UNLIMITED.

Insight

Make it pure and simple. Australians are willing to change their telco provider, if someone could make it simpler without the confusing terms, conditions and fine print. People also wanted an easier way to interact via multiple channels, on their terms.

Impact

The campaign was a resounding success, social media interactions increased by more than 400 per cent and positive sentiment towards the Amaysim brand through an online community and social channels were recorded daily.