A more human approach to advertising assets.
Australian internet service provider MATE launches its brand refresh on September 16, with satisfied customers dancing their way through the new TVC.
Creative production agency Chisel designed the Love Your Internet brand platform in partnership with MATE.
The TVC puts MATE’s customers at the heart of the brand, encouraging viewers to “join Australia’s most satisfied NBN customers”. It will air nationally on Foxtel and in Sydney and NSW on free-to-air channels.
Chisel was inspired by a desire to create simple, clear messaging with visuals that encapsulate how satisfied MATE customers are. The work includes a new creative platform, brandmark and colour palette.
The blokey ‘mate’ persona has been replaced by a brand that better reflects MATE’s commitment to embracing its diverse customers.
“We want to show all Australians that we’re here for them, to give them better, more frictionless internet and mobile service. We wanted to be more to more people. Therefore, our refresh started with really learning about our customers,” MATE head of customer acquisition Dom O’Brien says.
Chisel co-founder & creative director Zak Kaczmarek says MATE is an Australian success story.
“As a challenger brand with no creative brand platform, it was important for us to tell consumers quickly what it is that MATE offers,” Kaczmarek says.
“The insight we landed on was that consumers who are genuinely ready to make the switch must hate their current provider. It was here that we realised this didn’t need to be the case anymore. The Love Your Internet creative platform was born with a newly-designed brandmark featuring an icon commonly used in texting and social media - the love heart.”
Credits:
Creative Agency & Production: Chisel
Director: Zak Kaczmarek
EP: Pat Sidoti
DP: Matt Ower
Producer: Lucinda Hayden
Art Director: Michael Witcombe
