Dodo rebrands with newly launched full-scale creative campaign via Deloitte Digital Australia
Internet service provider and energy retailer Dodo has launched its first major brand revamp since its inception in 2001, as part of a market re-positioning and wide-ranging transformation of its customer experience. The Dodo revamp and above-the-line campaign was the brainchild of Deloitte, representing its first major campaign since its entry into creative consultancy.
The rebrand will be visible via a through the line campaign spanning TV, print, online and outdoor. Dodo has also introduced a new website, refreshed social media channels and improved customer service centre experience. A public relations campaign will complement the marketing and customer service investments.
The first TVC has launched, introducing Australians to a new Dodo, a compelling nbn pricing offer and a ‘save it for spending’ creative concept. The ‘save it for spending’ message suggests that Aussies should be allowed to save money on the things they need, to spend money on the things they want.
The rebrand coincides with a major shake-up in the telecommunications industry, triggered by the roll-out of the nbn. Dodo has released lower-price, higher-value plans for both nbn and mobile, also giving customers who bundle power and gas access to the nbn at one of the cheapest prices available in market.
Andrew Wynne, general manager of marketing and sales at Dodo (part of the Vocus Group), said that customers were increasingly choosing better value over service – where often it’s the perception of premium service rather than any significant difference.
Says Wynne: “Our brand and communication strategy for Dodo is focused on fairness and transparency, which will be critical in competing in a market dominated by incumbents.
“The nbn rollout has levelled the playing field which allows us to deliver better value for customers while using the same network.
“It’s been 17 years since the original Dodo bird and the ‘internet that flies’ jingle first flew onto Aussie screens, so we’re excited to reveal a new Dodo.
“Dodo’s evolution will translate to an attractive option for millions of Australians across essential services including internet, mobile, power and gas.”
Matt Lawson, chief creative officer at Deloitte Digital, said it was a privilege for a creative team to get a brief to transform a brand like Dodo.
Says Lawson: “While we’d love to take all the credit, absolutely love it, the team at Dodo has been incredible strategic and creative partners every step of the way.”
Says Adrian Mills, partner, Deloitte Creative Brand and Media: “We’ve loved working on this with Sandra, Andrew, Felicity, Brenda, Catherine, Trish, Tony and the broader team. It’s a smart repositioning and a credit to this group for having a vision and executing upon it. What you’re looking at here are the first few steps in a comprehensive evolution of Dodo and I hope it makes people feel differently about a brand with a lot of potential.”
Client: Dodo (Vocus Group)
Sandra de Castro, Chief Executive – Consumer
Andrew Wynne, General Manager of Marketing & Sales
Catherine Bolch, Senior Brand & Marketing Consultant
Felicity Macleod, Head of Brand and Customer Marketing
Brenda Kosa, Brand Marketing Manager
Trish Ropiha, Brand Campaign Manager
Tony Timpanaro, Head of Digital Marketing – Consumer
Creative Agency: Deloitte
Chief Creative Officer: Matt Lawson
Creative Director: Charles Baylis
Creative Producer: Rob Weir
Partner: Adrian Mills
Partner: David Phillips
Manager: William Hollosy
Manager: Chris Baker
Copywriter: Aaron Bethune
Designer: Paige Linden
Designer: Hannah Schultz
Motion Designer: Jake Doherty
Production Company: Passion Pictures Melbourne
Director: Jonathan Gurvit, Director
Executive Producer: Kate Goodwin, EP
Producer: Chelsea Nieper, Producer
Media: PHD
Simon Lawson, General Manager
Kathryn Weatherlake, Group Business Director
Schalk Van Der Sandt, Head of Digital Media
PR Agency: Six O’Clock Advisory
Jessica Brophy, Senior Adviser
Yumeko Leung, Senior Adviser
Ellen Donald, Consultant
40 Comments
And to think I was worried that the Consultancies were going to be a threat to ad agencies.
great line.
“Not as stupid as we look”? wow. I really want to call this brave, but I’m not going to. I’ll call it for what it is. Stupid.
When someone at Volvo approved ‘Bloody Volvo driver’ – all the smart thinking/rationale/strategy in the world didn’t stop people abusing Volvo drivers
with “Bloody Volvo drivers”.
Now dodo have created a campaign that claims “not as stupid as we look” – guaranteeing the word – ‘stupid’ – becomes synonymous with the dodo brand.
That’s the definition of stupid right there – regardless of whether an agency or consultancy created it.
Nah this ain’t it, chief.
Guys, stick to tearing down the bad ads on the blog. There’s heaps of those. This ones fine. If not good.
Terrible line. Why suggest a negative brand connotation in your brand?
Could have done so many things… Extinction springs to mind as an obvious route in.
Good to see a brand that doesn’t take themselves so seriously.
Slap in the face to the crowds of people who have bad experiences with Dodo…dangerous stuff.
Saw this on TV last night, actually pretty funny.
Lots here getting hung up on the line which could go either way but is probably a step far… Put that aside and this is a decent show at revamping a stale relic of a brand
Funny. Onya lads!
That is one of the better lines advertising will ever see in this sorry, advertising nanny state. Smart work.
Sorry, in a world where everyone is racing for bland shit – this will work.
Is it the best work I’ve seen in 30 years?
No. But it has the advantage over all the over-planned, under-thought crap that’s out in the market today. It’s fresh.
Well done.
Have to applaud the boldness shown here, the existing brand is pretty poor so the tagline is what people think anyway. You either shy away from it, or embrace it and try to own it. It’s certainly one way to relaunch a brand, and it looks to have got people talking.
is as stupid as it sounds
Who is owning cheapest internet these days?
This is what happens when you get ad guys, masquerading as brand consultants, working for digital agencies, subcontracting for accounting firms….
It’s like.. “Deloitte – We are not as smart as we look”
Just different.
For having many of the usual retail constraints, and having to use a mascot, this is a good piece of comms. Not award winning sure, but people will like it.
The colour palette and font on the static executions look a lot like Optus.
It’s a retail ad without a real idea.. That’s ok, just a massive missed opportunity like most ads here in Australia.
Just saw the spot and I thought the same thing, very much Optus
Lack of idea, lack of craft. Looks like an idea from Award School that got left behind and someone at Deloitte found it in the bin.
I really like this.
Or do I?
Great work guys. Happy birthdays all round.
There are a lot of hack comments here. If you don’t see the idea, or why it’s spot on given the context of the likely brief, then you’re a bit of a dill really.
Not sure what everyone is getting worked up about. It’s a good looking ad, not gonna change the world but does a solid job. Am I missing what’s missing?
see you guys in June.
Good stuff from a brand that really was stagnant and out of date.
Line is divisive but fun… takes their brand perceptions and flips it.
This makes me not want to buy from Dodo…
Meep meep
…don’tdon’t
This is the first time and I seriously, seriously pray is the last time that I ever admit that I agree with Henry Innis.
Now, off to cry.
“Creative Agency: Deloitte” Ahahahahaaaaa still can’t stop laughing. These guys are going to destroy their entire consulting business by trying to be cool.
Well all agencies need not worry about the Deloittes of the world
with this brand destroying campaign. Plus the amazingly horrific digital surrounding it. Long live DODO! 💀😂
Smart strategy. Great line. Brave clients. Job well done!
This is pretty solid for a telco in Australia and great platform for retail. Good work guys!
This is solid work.
Much better than some of the other vitamin B injected crap I’ve seen on here that people seem to love.
And ‘save money on the internet so you can spend money on the internet’ is cool.
all the obvious comments from Deloitte Bahahhaha.
Nice bird though.
Are you trying to copy Optus style?
Dodo are scam merchants. Why are they even still in business?