Management consultancy Deloitte has launched a campaign for internet service provider Dodo, which introduces a new dodo bird as the face of the brand.
The campaign comes a year after the management consultancy raided McCann Melbourne for top talent including managing director Adrian Mills, head of strategy and media, David Phillips, executive creative director Matt Lawson and digital media lead Justine Mills.
The campaign also marks the end of the original, 17-year-old cartoon Dodo bird, with a new CGI bird taking its place.
The TV campaign features the new dodo telling consumers they are “not as stupid as we look” while selling special NBN pricing offers.
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The ad relies on the notion that Dodo internet is cheap enough to enable consumers to spend their money on internet purchases they don’t really need.
Adrian Mills, partner at Deloitte Creative Brand and Media, said at the heart of the campaign is a “smart repositioning”.
“What you’re looking at here are the first few steps in a comprehensive evolution of Dodo and I hope it makes people feel differently about a brand with a lot of potential.”
Andrew Wynne, general manager of marketing and sales at Dodo, added: “Our brand and communication strategy for Dodo is focused on fairness and transparency, which will be critical in competing in a market dominated by incumbents.
“It’s been 17 years since the original Dodo bird and the ‘internet that flies’ jingle first flew onto Aussie screens, so we’re excited to reveal a new Dodo.
“Dodo’s evolution will translate to an attractive option for millions of Australians across essential services including internet, mobile, power and gas.”
The campaign will roll out across TV, print, online and outdoor.
Outdoor executions of Dodo’s latest campaign
Earlier this month, Dodo’s parent company, Vocus, announced PHD Melbourne had become its media agency of record.
Credits:
- Dodo (Vocus Group) (client)
Sandra de Castro, Chief Executive – Consumer
Andrew Wynne, General Manager of Marketing & Sales
- Catherine Bolch, Senior Brand & Marketing Consultant
Felicity Macleod, Head of Brand and Customer Marketing
Brenda Kosa, Brand Marketing Manager
Trish Ropiha, Brand Campaign Manager
Tony Timpanaro, Head of Digital Marketing – Consumer
- Deloitte (creative)
Matt Lawson, Chief Creative Officer
Charles Baylis, Creative Director
Rob Weir, Creative Producer
Adrian Mills, Partner
David Phillips, Partner
William Hollosy, Manager
Chris Baker, Manager
Aaron Bethune, Copywriter
Paige Linden, Designer
Hannah Schultz, Designer
Jake Doherty, Motion Designer
- PHD (media)
Simon Lawson, General Manager
Kathryn Weatherlake, Group Business Director
Schalk Van Der Sandt, Head of Digital Media
Passion Pictures Melbourne (production company)
Jonathan Gurvit, Director
Kate Goodwin, EP
Chelsea Nieper, Producer
Six O’Clock Advisory (PR)
Jessica Brophy, Senior Adviser
Yumeko Leung, Senior Adviser
Ellen Donald, Consultant