Superloop looks to meme-culture for ‘Refresh Your Internet’ campaign via Leo Burnett
Telco company Superloop has launched its first major campaign, ‘Refresh Your Internet’, via its creative agency, Leo Burnett.
The campaign is also Leo Burnett’s first work with Superloop after being appointed to the account last year following a competitive pitch.
Superloop’s ‘Refresh Your Internet’ campaign featuring former NFL player Anthony ‘Spice’ Adams
The new platform focuses on brand messages like the company’s investment in its network and its My Speed Boost service, as well as aiming to get customers to reframe the way they think, choose and interact with their internet service provider.
Leo Burnett also used memes as part of the campaign, including former NFL player Anthony ‘Spice’ Adams. The campaign launches this month across a number of platforms including television, out-of-home advertising, display, and across online and social.
“At Superloop, we’ve put the work in to make sure we can truly unleash the unlimited possibilities of the internet. We’ve built an incredible network, we’ve got market-leading product innovations that solve genuine customer pain points, and we’ve got tremendously talented people committed to rethinking and refreshing the way customers experience the internet,” Superloop chief marketing officer Ben Colman said.
“We had an absolute blast partnering with the team at Leo’s. Through their work, and with a special thanks to Spice, these ads show you who we really are: down-to-earth problem solvers, who live and breathe the internet.”
Leo Burnett general manager James Walker-Smith said: “When we first started talking with Ben and the Superloop team, it was clear we were on the same wavelength. With a bold growth ambition from the business, a shared belief in the power of creativity and a desire to have fun working together, it was clear we were going to get somewhere good.”
“With our campaign, we’ve tapped into the human truth of the category: that we’ve all put up with ‘good enough’ for too long and it’s time we took a fresh look at how we get our internet. Superloop is perfectly poised to shake up the category, and we’re here for it.”
Leo Burnett Sydney associate creative directors Mark Carbone and Nico Smith said: “It’s been a while since the internet’s had a refresh, so it’s been great to work with a brand that is committed to supercharging it. ‘Refresh Your Internet’ holds us and Superloop accountable to creating a better internet experience for everyone.”
“We set out to create a brand that is ‘of the internet’, from using refreshed memes as spokespeople, to leaning into a design aesthetic that feels at home online, and even refreshing the old dial-up sound for the sting. This campaign has been a lot of fun to make, but it’s just the beginning of something bigger.”
Credits:
Client: Superloop
Chief Marketing Officer: Ben Colman
Head of Communications: Kelly Martin
Marketing Manager: Justin Payne
B2B Digital Marketing Manager: Aline Rivas
Creative Agency: Leo Burnett
National Executive Creative Director: Andy Fergusson
Chief Strategy Officer: Catherine King
Head of Strategy: Ilona Janashvili
General Manager: James Walker-Smith
Associate Creative Director: Mark Carbone
Associate Creative Director: Nico Smith
Creative: Michael Dawson
Motion Graphics Lead: Izy Kali
Conceptual Designer: Dinah Pollard
Lead Integrated Producer: Justine Dooner
Group Business Director: Andrew Thistlethwaite
Senior Business Director: Nicole Denning
Senior Project Manager: Dani Garabedian
Production Company: Finch
Director: The Bobbsey Twins from Homicide
Executive Producer: Nick Simkins
Producer: Alex Taussig
Icon illustration: The Jacky Winter Group
Greg Cooper
Post Production: Atticus
Sound Design & Sting: Otis
Media Agency: Hearts & Science
Senior Planning Director: Callum Davies
Group Business Director: Laura Myers
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