Clemenger Melbourne lands creative for Telstra's budget brand

Lindsay Bennett
By Lindsay Bennett | 13 October 2017

Clemenger Melbourne has landed the creative for Telstra’s budget telco brand Belong, following a competitive pitch.

Belong quietly launched in Australia four years ago offering a low cost internet service. It follows the same two brand strategy that Qantas has in place with Jetsar operating as its low-cost carrier.

The company appointed Clemenger to lead the launch of its new mobile phone service, Belong Mobile, which aims to shake-up the low-cost mobile market with two affordable plans.

To support the launch, Belong has released its first spot from the agency which introduces the tagline ‘It’s a dataful life’.

The 30-second spot is set in an event arena and features the ‘masters of mobile’, who are shown taking selfies, video chatting and taking photos of their food.

Belong head of marketing Cathy Toohey tells AdNews: “Grounded in the insight that data has become an absolute necessity in the modern world, the new brand positioning comes to life through a playful campaign that celebrates the importance of data in our lives, designed to emotionally connect and deepen our value amongst price savvy consumers."

Clemenger CEO Nick Garrett adds: “It’s fantastic working with a brand like Belong that truly lives up to its challenger spirit in an increasingly crowded category. We’re looking forward to continuing the partnership as the business goes from strength to strength.”

Roy Morgan released a study last week that predicted Belong will intensify competition in the 20 million plus Australian mobile phone market.

New research shows an estimated 170,000 Australians 14+ already use the Belong fixed broadband service. These customers are a natural first target for the new mobile phone service – deeper analysis of these customers shows 33% currently have their mobile phone service with Vodafone.

In their first four years Belong broadband has clearly signed up a disproportionate number of Vodafone mobile customers (33%). Vodafone’s share of the wider mobile market is only 17%.

In contrast, only 25% of Belong’s broadband customers have a Telstra mobile phone contract compared to Telstra’s wider mobile market share of 43%.

The win for Clemenger follows news this week the agency expanded its remit on NAB, picking up NAB Business Bank.

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