Thinkerbell.
How do you celebrate everyday TPG users in 40 years of service? Cast everyday people doing everyday activities, according to Thinkerbell.
The agencies ‘Every single day’ campaign aimed to recognise all kinds of Australians that are supported by the telco company, using a light-hearted narration and a range of actors.
Thinkerbell chief tinker Paul Swann told AdNews when casting the campaign, they were after people who haven’t been seen on screen, all who felt true to life.
“So the golfers could actually swing a club, the mariachi band was legit,” Swann said.
“We wanted to really reflect the diversity of modern Australia, and not just say it. That’s how we’d connect with everyday Aussies.”
The work was driven by Thinkerbell’s Alchemy Model, bringing Thinkers, Tinkers and the TPG team together closely from the outset.
It was shot over a few days with Ariel Martin and the crew at Cousin.
“The ‘days’ reflected throughout the work show a great cross-section of everyday Aussies going about their daily lives, from golfers on the links to Taco Tuesdayers, to a woman having a root canal, to high-school leavers doing the gabber (which Parmi - one of the talent, not his real name - taught us all),” Swann said.
“Normally we’d say something about the weather ruining one of our outdoor shots, or talent not turning up.
“But it literally all went off without a hitch and came together seamlessly.
“Even when we needed some pigeons to show up for our ‘Monday’ shot, the bird world delivered.”
In a cost-of-living climate, the work was created to build memory structures around everyday ritualised tasks so that people would be promoted to think about the value they were getting from their telco provider on a daily basis.
“The telco category is complex, making it really hard to understand the true value provided to the customer,” Swann said.
“As a consequence, people shop around looking for a better deal.
“We wanted to change that behaviour by giving people the reassurance that TPG provides ‘Great Value Every Single Day’, not just today or tomorrow, or next Thursday, but literally every day.”
To measure the campaigns success, Thinkerbell will look at brand through the lens of long-term, future demand creation, measured via TPG's brand health and sales.
Swann said that Thinkerbell will continue building the TPG platform across mobile and internet, finding fresh ways to prompt more Australians to consider whether they’re getting strong value from their current provider, and ultimately choose TPG.
“We’re speaking directly to everyday Aussie’s looking to get maximum bang for their hard-earned buck,” Swann said.
“By reflecting familiar moments from their everyday lives, the work is designed to feel relevant and memorable, prompting them to think about the value they’re getting from their telco more often.
“A celebratory reunion at The Austrian Club (where we shot the “Taco Tuesday” scene) may also be on the cards,” he said.
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