‘Millennial-focussed’ telco, Lyf Mobile, launches with in-house ad campaign

A new Millennial-focussed telco, which runs off Telstra’s network, has launched targeting those who are fed-up with traditional telcos and expensive services.

The launch is accompanied by an in-house ad, with founder of Lyf Mobile Todd Scott telling Mumbrella: “We all pinball ideas around about what could be relatable and what we liked. We’re Millennials talking to Millennials, so everything from the music to visuals to wording was done with our peers in mind.”

The ad is backed by the Chuck D Beat Crew featuring Triniti track I Look Good, and features a young buy dressed in a suit running down the road, attempting to lift off with toy rockets.

The ad concludes with the tagline: “With plans to fit everyone’s lyf… style”.

The campaign will run across social media and digital platforms, with Scott telling Mumbrella the company is doing its own media planning and buying.

“We are just running this ad across social media and digital platforms at the moment. No TV spend has been applied as of yet,” he said.

“Digital will be additional on top of social media spends, but no real print or outdoors is necessary for us right now. All of our marketing during our launch phase is digital. We want to be able to measure it and this is the best way to do that.”

Lyf will target millennials in its in-house ad campaign

The mobile virtual network operator (MVNO) will offer five different 4G plans, which use the Telstra network, starting at $20. The company described itself as “solely online”, which it says will make it easier for consumers to sign up.

“We developed this MVNO so young Aussies who are time poor or on a budget can easily stay connected and not break their banks,” Scott said in a statement.

“It’s a company run by Millennials. for Millennials, where we listen to our customers’ needs and thoughts on a range of community issues. Lyf Mobile is stepping away from standard telco offerings to be a little bit different and offer a little bit more than just a great phone connection and we are thrilled to launch this across the nation.”


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