Ovo tells consumers it ‘gives an F’ about them

Telco Ovo has launched its new campaign targeting people who are feeling dissatisfied with their mobile providers.

Leading with the line ‘A telco that gives an F*?’ the campaign seeks to convey that Ovo’s upgraded phone plans are the ‘fairest’ in the market.

Ovo’s outdoor advertising

Ovo is a virtual telco which runs on the Optus network. Its brand promise, ‘Fans first’, aims to communicate what it says are innovative and fair products, including increasing data allowances at low costs.

Ovo CMO Nicole McInnes said Ovo was capitalising on the knowledge that trust in telcos is up there – or down there – with the likes of the big banks.

“There’s a serious level of apathy when it comes to our mobile provider. Most of us suspect we’re on a bad wicket, but we don’t know how to go about changing it. We hear from people every day who tell us they feel trapped, either by a bad contract that just seems to roll over, or by a lack of awareness of what they should expect from a good telco,” she said in a statement.

“We’re a small player in this market, but we have something none of the big telcos have: a Fans-First approach that gives our customers reasons to stay. The fact we’ve upgraded our plans three times in less than 12 months, without them having to ask for it, is proof of that.

“Trust in Telcos is up there with the likes of banks, so this campaign was designed to make sure people knew there was an alternative that does care. A telco can be fair, flexible and even fun, in fact we designed Ovo that way. And these latest round of changes further demonstrates our commitment to a positive set of eff words Ovo customers gets to experience everyday, not just the day they join.”

The campaign will run across radio and outdoor.


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