TPG hits refresh with bold new rebrand and campaign via Thinkerbell, R/GA and Starcom

TPG, one of Australia’s largest internet and mobile service providers, has launched a new national campaign and bold new brand identity via Thinkerbell, R/GA and Starcom. The refresh marks a major milestone in the company’s nearly 40-year journey.

The new work includes a fresh campaign developed by creative agency Thinkerbell, which shines a spotlight on what it feels like to be a TPG customer — or as the campaign suggests, a winner. Titled “You’re a Winner,” the campaign playfully captures the joy and simplicity of being with a telco that delivers great value, straightforward service, and market-leading offers.

“The ‘You’re a Winner’ campaign is a simple yet fun way of communicating what it feels like to experience the incredible TPG product offering,” said Paul Swann, Chief Creative Tinker at Thinkerbell. “With the new identity, there’s so much energy around the brand and we wanted to reflect that in the communications.”

The campaign will roll out as a series of five spots, each showing in unexpected ways how just being a TPG customer makes you feel like a winner. The full campaign is launching across owned and paid channels, with Starcom Australia handling media strategy and placement.

“The evolution of TPG’s position in market is an exciting prospect, placing them as a key leader in the modern telco space,” added Aaron Hunt, Account Director at Starcom Australia. “Our strategic media approach is built on providing clear space for the brand and driving impactful connection in an otherwise cluttered category — ensuring TPG is simply unmissable.”

Behind the visual transformation is a refreshed brand identity created in partnership with R/GA. The new look features a sleek lowercase logomark, a vibrant, modern purple, and a dynamic “active dot” — a subtle but powerful nod to TPG’s always-on, always-in-your-corner approach to customer service.

“TPG is a brand that doesn’t just connect Australians — it champions them,” said Ben Miles, Chief Design Officer, APAC, R/GA. “Grounded in the idea of being ‘in your corner,’ we designed every element of the new brand system to reflect TPG’s steadfast confidence. From a design system that draws on the visual language of everyday life, to our refreshed logo with its iconic dot always at the ready, the new brand reflects an organisation that’s showing up not to shout, but to support.”

Krista Blythe, Head of Brand at TPG Telecom, said the refresh marks a new chapter for the telco, while staying true to its core promise of value and dependability.

“We’ve refreshed how we look, but what we stand for stays the same – exceptional telco at great value,” she said. “Whether it’s our NBN price beat guarantee or having Australia’s best mobile provider in your pocket, you can’t lose as a TPG customer.”

To celebrate the brand refresh, TPG is giving away 12 months of free internet to 100 lucky customers. Eligible customers with an active TPG NBN or FTTB plan on 28 May 2025 can enter via TPG’s website. For those on an NBN100 plan, that’s a saving of over $1,100, while customers on a Home Ultrafast plan could save more than $1,300.

TPG is also rolling out some of its most competitive broadband offers yet for new customers:
• $30/month discount on NBN100 plans for the first six months
• $20/month discount on all other NBN plans for the first six months
• Ongoing access to TPG’s market-leading NBN Price Beat Guarantee over the first 12 months

“We’re celebrating our new look with discounted internet and mobile plans, and we’re giving 100 lucky customers a whole year of free internet,” Blythe added. “It’s our way of saying thanks and showing that TPG really is telco in your corner.”

TPG’s new identity will begin appearing across all touchpoints, including packaging, out-of-home, digital, in-store, and owned channels, in the coming weeks.

Want to leave a comment? Share your thoughts below, making sure to include your full name and email address. If you have a news tip or story idea, please feel free to email ricki@campaignbrief.com.