Buddy Telco launches first TVC, introduces brand mascot to Australians
Aussie Broadband’s digital first telco, Buddy Telco, has launched its first TVC, introducing the brand and its mascot – Buddy the dog.
Conceptualised by Thinkerbell Melbourne, the campaign shows Buddy as a reliable best friend – ensuring seamless playback of videos, fast downloads, and reliable service.
The telco launched in July this year, designed to give Australians a simple, seamless digital-first experience. Users are able to manage everything through the app, website, and live chat, with services offered using automation and machine learning.
Bringing the mascot to life was a crucial next step in launching the brand, according to marketing manager, Chelsea Running.
She said it lets customers know what Buddy Telco is all about – “which is that reliable internet shouldn’t be compromised by price”.
Head of marketing at Buddy Telco, Rebecca Rizzo, added: “This campaign isn’t just a launch, but a product demonstration for Buddy Telco.
“A chance to show Australians just how good our internet is.”
In July, Rizzo described Buddy the dog as the perfect sidekick – “they’re reliable, dependable, and they have your back when you need it, which is everything that Buddy Telco is about”.
Buddy Telco runs off the same automation and infrastructure as the Aussie Broadband network, with NBN 25, 50, 10, and 1000 plans all available for under $100 a month. According to Aussie Broadband’s ASX announcement in July, Buddy’s plan pricing will be highly competitive, supported by the self-serve model, lower cost to serve, and the benefits of automation and AI. It is expected that Buddy will maintain an EBITDA [earnings before interest, taxes, depreciation and amortisation] contribution margin percentage similar to Aussie’s premium retail offer.
Aussie Broadband expects to invest approximately $10 million in FY25 to support marketing, brand and set up/one-off related operating expenditure to support the Buddy launch, according to the announcement. It is expected that Buddy will provide positive EBITDA contribution from FY27 onwards.
The campaign is live across TV, BVOD, SVOD, socials, and display.
An additional OOH presence will also go live shortly.
Credits:
Credits Client: Buddy Telco
Concept: Thinkerbell Melbourne
Production: Dirty Puppet
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
Aussie Broadband
Buddy Telco
Buddy the dog
Campaign
Chelsea Running
creative
Rebecca Rizzo
Thinkerbell Melbourne
TVC
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