Standing out as an internet provider? That’s a brief to test creatives. Leo Burnett Australia creatives have risen to the challenge. Their campaign for challenger ISP provider, Superloop, brings back the fun of the very famous meme from the early 2010s – planking…
…because research by Leo Burnett Australia found that many Australian households are using internet plans with speeds that an average American family was using 12 years ago – a time when the famous planking meme emerged. Without a clear reference to what high-speed internet really is, Australian ISP consumers have come to accept slow and outdated internet and have unwillingly learned to live with it.
The campaign launched with a hero 30-second video in which plankers claim their nightmarish internet speeds and prices have left them “stuck in 2011”. The planking metaphor positions Superloop as a network purpose-built for the superfast future of the internet.
…and a shorter retail spot:
The commercials were directed by Gustav Sundström and produced by Hooves.
Ben Colman, chief marketing officer at Superloop, commented, “Superloop is about delivering exceptional internet speed at outstanding value. However, Australians have been stuck paying high prices for internet speeds of yesteryear. We wanted to take this opportunity to challenge Australians to stand up to their internet providers by making the switch to Superloop – all packaged up in a cheeky and playful approach to get their attention.”
James Beswick and Rowan Foxcroft, associate creative directors at Leo Burnett Australia, added, “Millions of people are still metaphorically stuck in ancient planking times. Clearly, what those people need is for Superloop to unshackle them from outdated internet and set them free.”
The campaign is running across OLV, YouTube, social and audio, with a second phase launching in the New Year.
Credits
Client: Superloop
Chief Marketing Officer: Ben Coleman
Head of Marketing Growth: Justin Payne
Group Creative Director: Nick Hack
Head of Brand & Comms: Ellie Langer
Senior Marketing Manager: Sarah Endres
Creative Agency: Leo Burnett Australia
Chief Creative Officer: Andy Fergusson
Associate Creative Directors: Rowan Foxcroft & James Beswick
Creative: Michael Dawson
General Manager: James Walker Smith
Senior Strategy Director: Eryn LeMesurier
Group Business Director: Tyson Mahon
Business Director: Daniella Garabedian
National Head of Production: Michael Demosthenous
Senior Integrated Producer: Anastasia Nielsen
Junior Producer: Emily Coleman
Media: Zenith
Film Production Company: Hooves
Director: Gustav Sundström
Executive Producer: John Pace
Producer: Helen Morahan
DoP: Alex Serafini
Art Director: Simon Morgan
Casting: Peta Einberg
Post Production: The Editors
Editor: Bernard Garry
Online: Richard Lambert
Colourist: Matt Fezz
Sound Design & Composition: Mosaic
Composer: Adam Moses
Producer: Bill Doig
Stills Production Company: The Pool Collective
Photographer: Simon Harsent
Post-Production: Prodigious
Retouching: Ben Greenfield
