A telco that’s not all talk? felix launches new brand platform via Thinkerbell and Starcom

felix mobile, the mobile provider famous for its sustainable, affordable and easy-to-use service, has launched a new brand platform starring a tree puppet called Felix via Thinkerbell and media agency Starcom Australia.

Part tree, all puppet, Felix is the brand’s new ‘spokes-tree’ featured in the new brand work by Thinkerbell. Felix, on behalf of felix, highlights how the brand is ‘not all talk’, using his dry, tongue-in-cheek charm, analysing the ways humans use their phones.

Says Craig Merrett, head creative tinker, Thinkerbell: “It’s incredibly hard to find an Aussie telco that has a unique point of difference and isn’t only saying it’s doing good, but actually is. With the brand planting a new tree once a month for every new and existing customer, we took this brand truth to create a loveable new character that we’ll continue to harness going forward.”

Says Drew Groves, client service director, Starcom: “The proposition Felix brings to the market is hugely exciting, combining a refreshingly simple product with an authentic brand purpose.  Our strategic approach to media centres around putting our new friendly ‘Spokes-tree’ in contexts and environments that drive distinction for the brand amongst a cluttered category, whilst ensuring we ‘walk the walk’ when it comes to the brand’s care for the world around us.”

Says Kelly Beater, head of felix mobile: “With our new brand platform ‘not all talk’, felix is bringing to life its mission to make mobile use cheaper, simpler and easier, and at the same time helping do some good for the environment.”

The brand platform has been brought to life across a range of touchpoints including OOH, online, VOD, social and felix owned assets, with more to come.

Client: felix
Creative:Thinkerbell
Production: Larchmont
Director: Gary McCreadie
Editor: Lucas Vazquez
Puppet Production: Meg Ashforth
Music: Sonar Music
Media: Starcom