Mobile that's not all talk
Connecting Aussies to what matters most
felix Mobile
Services
Partnerships
The Challenge
Telco is a convoluted category dominated by three big household brand names, each battling high-churn and low loyalty, where price is the main driver of brand choice.
As a relatively new brand in this space our objective was to increase brand awareness of Felix mobile and drive an uplift in sign-ups.
The Strategy
In telco-speak, “connection” is technical, it refers to signal strength, range, coverage or speed, but for everyday people connection is human. So, our strategy was to show was 'real connection' means to Felix by activating their brand purpose of “connecting customers to what matters”.
The Solution
We showed what 'real connection' feels like in times of disconnection. By sponsoring I’m A Celebrity…Get Me Out Of Here! we captured emotions of celebrities isolated from loved ones, then we facilitated heartwarming moments of re-connection using felix mobile coverage in the jungle, broadcast for all to see.
Results
We achieved our brand awareness goals and contributed to real business results
+9ppt Awareness uplift amongst P18-50
2.5x Prompted Awareness among committed viewers vs. non-viewers
+51ppt Uplift in total YoY orders
