Belong.
Digital-first telco Belong is positioning itself as the enabler of connection by tapping directly into how Australians already use media platforms to navigate life’s everyday chaos in a campaign via OMD.
At the heart of the campaign is conversations on Reddit.
“This campaign shows what Belong looks like in the real world - useful, human and genuinely connected to how Australians live,” said Belong chief marketing officer Peita Golden.
“Customers that are attracted to a value brand like Belong increasingly turn to online communities to seek recommendations, which is why Reddit is such a natural fit for this campaign.
“By elevating content generated by communities online and bringing those ideas to life through partners like Nova and broad OOH channels, we’re turning our brand platform into something people can see, hear, experience and connect with in a simple way.
“It’s a simple idea, executed in a way that reflects the role Belong plays in helping Australians navigate life’s chaos and be connected to what matters most to them.”
The campaign further extends into audio through a partnership with The Chrissie Swan Show nationally on the Nova Network.
The campaign is live nationally across Reddit, out-of-home and radio.
“We knew the only way to prove simplicity was to show up in the places people naturally go to connect, feel a sense of belonging online and to just BE,” said OMD group head of strategy, James Rawlings.
“Partnerships were central to the strategy from the start; planned as a triple threat to allow us to connect with established audience bases, earn disproportionate brand attention, and leverage unique content to make our simplicity tangible.”
Credits
Belong
Peita Golden – Chief Marketing Officer
Josh Bailey – Head of Marketing
Lara Murray – Marketing Manager, Brand
Kate Lightfoot – Creative Lead
OMD
James Rawlings – Group Head of Strategy
Sharon Cookson – Managing Partner
Sam Hey – Group Investment Director
Camilla Wallace – Business Director
Dan Johnson – Account Director
Nico Biggio Corona – Account Manager
Jen Murnane – Account Manager
Mia Koulis – Account Executive
Eliza Broad – Media Implementation Executive
OMD Create
Emma Ray – Head of OMD Create, Melbourne
Ayesha Kiely – Director of Content & Partnerships
Emma Hook – Account Director
Pembleton
Matilda Hobba – Project Director
Alex Speakman – Strategic Director
Mac Wright – Creative Director
Reddit
Alex Campey – Senior Client Partner
Jenny Le Grand – Senior Client Partner
Edwin Hughan – Creative Strategist
Larissa Foy – Client Account Manager
Nova
Claire Reynolds – Group Sales Manager
Brittany Holley – Account Director
Daniel Smith – Sales Implementation Executive
Rachel Kemp – Group Campaign Manager
Tom Casamento – Senior Producer & Audience Engagement Project Manager
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