Circles Life Launches First Australian Brand Campaign ‘Untelco Yourself’ Through HERO – Campaign Overview


Circles Life, one of Australia’s fastest growing digital telecommunications companies, has partnered with award-winning independent national agency HERO to launch its first brand campaign in Australia, dubbed ‘Untelco Yourself’.

With the country’s cost of living rising and big telcos continuing to raise phone plan prices, the ‘Untelco Yourself’ brand campaign invites Australians to stand up to their overcharging telcos and they deliver less than they should. The campaign follows the announcement of ‘The Big Price Freeze’, a campaign devised and executed by The PR Group in which Circles Life pledged to freeze prices on its base mobile plan for 18 months to support Australians who are feeling the pinch. worst part of inflation.

Says Ajay Sampath, Circles Life Global Brand Marketing Director: “In light of Telstra’s recent price increases, we wanted our first brand campaign in Australia to capture our ongoing commitment to delivering an unrivaled customer experience at affordable prices. , made possible through our advanced telecommunications technology stack that we’ve built in-house. It’s an approach that makes us very ‘untelco’ and profitable, compared to the huge costs and overhead that come with traditional brands. With the help of the incredible talent at HERO, we have been able to highlight how we are shaking up Australia’s telecom industry, being more tech than telecom and striving to deliver an unrivaled experience at incredible value for our customers.”

HERO worked closely with Circles Life to position the brand as the most ‘untelco’ telecommunications company in the market. Circles Life is more than a digital telecommunications company, it is a lifestyle brand that offers the value, flexibility, transparency and control that Australians require, especially in times of uncertainty.

Says Ben Coulson, Executive Creative Director of HERO Sydney: “No one likes their telcos, and with the Big Three raising their prices, it’s time for some long-awaited revenge fantasies to come true. We really enjoyed working with the team at Circles Life to create their first Australian brand campaign ‘Untelco Yourself’, and look forward to what is to come.”

In true Circles Life style, the digital telecommunications company and HERO have created a character that represents Australia’s big telecommunications companies and highlighted what Australian workers experience. Now, whether this experience is an exaggeration depends on the interpretation of consumers who face this reality as a large telecom customer.

The ‘Untelco Yourself’ campaign has been extended to all aspects of the Circles Life brand and product offering. The first phase of the campaign has been integrated to run in cinema, social media, digital, outdoor and activations. The TVC campaign can be seen through Instagram or Youtube.

Client: Circles Life
Agency: HERO
Production: Fortaleza Films
Director: Matthew McCaughey
Edit and Publish: Manimal Post
Sound and music: GrooveQ

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