Clemenger Melbourne releases first work for Telstra’s Belong

Clemenger BBDO Melbourne has been appointed to the creative duties for Telstra’s new low-cost mobile brand, Belong.

Nick Garrett, CEO at Clemenger BBDO Melbourne, said in a statement to Mumbrella: “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.”

Cathy Toohey, head of marketing at Belong, said: “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”.

The 30 second commercial is set in an arena where spectators watch different Australians compete in varying mobile led activities including taking ‘selfies’ and texting while walking.

Throughout the ad competitors Facetime, take photos of food and have to avoid bumping into obstacles while walking and texting.

“Welcome to a data-full life,” is the tagline used in the spot.

Two commentators narrate the ad as the audience cheers on.

Earlier in the week Clemenger BBDO Melbourne expanded its creative remit on the NAB account, winning its Business Bank digital and creative account.



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