"Itʼs the biggest shake-up in the telco industry for years" says Dylan Taylor, Executive Creative Director at BMF, about the launch of Australiaʼs new telco champion, amaysim. "Someone had to clean up the industry: amaysim is doing it."
Based on a successful European business model, amaysim is a pure SIM-only product offering low rates for voice, SMS and data, with no flagfall Australia-wide, meaning the average Australian mobile user can expect to save up to 50% on their bill.
"A brilliant new product deserves to get noticed. Weʼve created a campaign, which tells the imaginary story of the SIMʼs conception through a magical machine and its creator - the Doc - who guides us through the journey. It looks, feels and sounds refreshingly different for the category," said Taylor.
The integrated campaign launches with a massive presence across multiple channels - from outdoor to TV, POS to online.
Christian Magel, Founder and Chief Marketing Officer at amaysim says: "When looking for an agency to work with us on the launch, we wanted a partner who genuinely understood our point of difference and could creatively execute a campaign that not only communicated key strategic messages but also the ideas of simplicity, agility and reliability that are fundamental to our business. BMF was able to capture this and execute a campaign that delivers real cut through in a busy marketplace. We look forward to continuing to develop smart and fun campaigns together.
Taylor concludes: "Our message to consumers is simple: get amaysim and start saving today."