The Say Hi to More campaign is funny. Humour is a good genre for a mobile provider’s campaign – most people don’t feel undying love towards telcos. And BMF has managed to amuse its young audience while also pointing out the advantages of amaysim’s low-price, no lock-in contract mobile plans.

BMF’s set goal was to overcome consumer wariness about the brand: amaysim is considered to be too good to be true. A large part of its potential market wonders how a mobile provider can offer such great value plans, and solid Aussie-based customer support, when its budgets are a fraction of the carriers that dominate the market.

So Say Hi to More is based on a simple truth: with no lock-in contracts, amaysim has to work harder than the bigger telcos to earn its customers’ happiness – every day. The amaysim team has to go the extra mile, in everything it does to keep its customers happy and grow as a business.

And that’s where the ‘orange arm’ comes in. BMF distilled the hard work, incredible service and restless vigour of amaysim into a new brand icon: the ‘orange arm’. This animated limb represents the idea that amaysim goes the extra mile to deliver Australians more data and unlimited talk and text.

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Andrew Balint, marketing director for amaysim, commented, “In a market where people are being bombarded with telco promises and hype, we really wanted to keep our promise simple – we’re giving people more of what they need. When we launched our flagship plan, amaysim UNLIMITED, three years ago it was all about talk and text. Now, while talk and text are commoditised, it’s all about data.

“The trick is to bring this to life in a fun, attention-grabbing way that really shows we’re giving Aussies more than enough data to keep them connected without fear of bill shock or two-year telco handcuffs, while still offering a helping hand with our award-winning customer support. Our new ‘Say hi to more’ brand platform really nails this. Our media approach to leverage this platform is all about smart, targeted and continuously optimised placements across online, TV, social and outdoor, rather than the usual telco shotgun approach and we can’t wait to see the results.”

Creative credits:

Creative agency: BMF

Production company: Infinity2

Post production: Heckler

Music & sound production: Sonar Music

Ilustrator: Debaser