amaysim Encourages Aussies to Say Goodbye to Things They No Longer Need

amaysim, Australia's fourth largest telco, has launched a new campaign via Special Group to introduce its small but mighty $10 unlimited mobile plan.

The new product is being positioned as the low cost plan that gives many Australians true choice and greater value by removing things they may not need like big data inclusions, lock-in contracts and talk and text limits.

Hayden Ruawai, marketing director, amaysim, said: "Our exciting new $10 mobile plan gives us the perfect opportunity to talk loud and proud to many Australian consumers in an integrated way. Our campaign is built around the 'just what you need' comms platform that encourages Aussies to liberate themselves from the things they no longer need so they can get on with their lives."

Directed by Matt Devine (Revolver / Will O'Rourke), the films show scenarios of people getting rid of stuff they no longer need - parents farewelling their 30-year-old-wanna-be- DJ-son, a man finally getting rid of the last few strands of hair and his hair dryer, and a man burning his ride-on lawn mower when he finally realises he no longer needs it for his tiny lawn. We see dramatic moments of liberation as the characters celebrate saying goodbye to the unnecessary things in their lives.

Over the last 18 months, amaysim has pursued a diversification strategy and now offers telco, broadband and energy plans as well as devices.

Cade Heyde, Special Group, said: "We really value our relationship with the team at amaysim, working across their mobile team, and more recently partnering with them as they diversify their business and take the amazingly simple proposition to new categories."

The campaign has launched with national TV, radio, online, social and PR. Strategy and creative was led by Special Group, media by Kaimera, PR by Illuminate and performace media by iProspect.

Emily Bosler, founding partner at Kaimera, said: "We're excited to work with amaysim as it launches this new product to a previously untapped market. This campaign is part of ongoing work we're doing with the business as it looks to offer its loyal customer base additional services while attracting new consumers."