This week the all-Aussie internet service provider, MATE, is revealing its light-hearted but powerful brand refresh designed in partnership with creative production agency Chisel.
Its first TVC under the new ‘Love Your Internet’ brand platform puts MATE’s customers at the heart of their brand. As the 100% Aussie owned telco that’s always been at odds with giant, faceless telecommunications companies, it’s exactly the way they want it to be.
The brand update, driven by emerging agency Chisel, was inspired by a desire to create simple, clear messaging with visuals that encapsulate how satisfied MATE customers are. From 16th September, the refresh will bring their customers to life through a creative campaign filled with energy, happiness, and love. The refresh will see MATE with a new creative platform, brandmark, colour palette, and a more human approach to their advertising assets.
Says Dom O’Brien, head of customer acquisition at MATE: “We want to show all Australians that we’re here for them, to give them better, more frictionless internet and mobile service. We wanted to be more to more people. Therefore, our refresh started with really learning about our customers.”
Mate is still your ‘mate’ in the telecommunications space, targeting customers who are looking for an authentic provider to help them get the most out of their service. But gone is the blokey ‘mate’ persona, replaced by a brand that better reflects their commitment to embracing their diverse customers.
Says Zak Kaczmarek, co-founder and creative director, Chisel: “It’s been such a great experience working alongside Mate to help evolve their brand. The foundations were there. An incredible Australian success story, a product, and service that was winning awards, some wonderful people at the helm, and an attitude centred around putting customer happiness first. As a challenger brand with no creative brand platform, it was important for us to tell consumers quickly what it is that Mate offers.
“The insight we landed on was that consumers who are genuinely ready to make the switch must hate their current provider. It was here that we realised this didn’t need to be the case anymore. The Love your internet creative platform was born with a newly designed brandmark featuring an icon commonly used in texting and social media – the love heart.
“We can’t wait to help tell the MATE story over the next year and really amplify the Love your internet & mobile brand platform.”
The campaign will also be supported through MATE’s owned channels, website, social media channels.
Creative Agency & Production: Chisel
Director: Zak Kaczmarek
EP: Pat Sidoti
DP: Matt Ower
Producer: Lucinda Hayden
Art Director: Michael Witcombe