BMF creates animated ‘orange arm’ in next phase of Amaysim brand push

Mobile provider Amaysim has launched the next wave of its brand marketing with a BMF-inspired campaign called ‘say hi to more’.

Two 15-second TV ads, which feature an animated orange arm, will be supported by outdoor and digital advertising as the company looks to raise awareness of its contract-free, pay-as-you-go mobile plans.

In one of the ads, a bus passenger runs out of data and is transfixed by an elderly couple kissing before the orange arm delivers him more data.

The second execution sees a rotund male dancer frozen after the music stops playing. He resumes his dance routine when the orange arm again comes to the rescue.

Amaysim marketing director Andrew Balint said the campaign aims to tackle the belief among some consumers that Amaysim was “too good to be true”.

He added that the animated limb, Amaysim’s new brand icon, is designed to show that the company delivers more data when consumers need it most.

Screen Shot 2014-09-09 at 12.53.45 PM“When we launched our flagship plan, Amaysim Unlimited three years ago, it was all about talk and text. Now, while talk and text are commoditised it’s all about the data,” he said. “The trick is to bring this to life in a fun and attention-grabbing way that really shows we’re giving Aussies more than enough data to keep them connected without fear of bill shock or two-year telco handcuffs.

“Our media approach to leverage this brand platform is all about the smart, targeted and continuously optimised placements across online, TV, social and outdoor, rather than the usual telco shotgun approach.”

Amaysim claimed it has 600,000 customers and is on track to reach one million in the next calendar year.

Screen Shot 2014-09-09 at 12.54.58 PMCredits:

Client – Amaysim

Marketing director – Andrew Balint

Head of customer acquisition: Paul Bailey

Senior marketing manager – Kristie Taylor

Creative agency – BMF

Post production – Infinity2 & Heckler

Animation – Sixty40

Music and sound – Sonar Music

Illustrator  – Debaser


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.