Dodo rebrands with newly launched full-scale creative campaign via Deloitte Digital Australia

Internet service provider and energy retailer Dodo has launched its first major brand revamp since its inception in 2001, as part of a market re-positioning and wide-ranging transformation of its customer experience. The Dodo revamp and above-the-line campaign was the brainchild of Deloitte, representing its first major campaign since its entry into creative consultancy.

The rebrand will be visible via a through the line campaign spanning TV, print, online and outdoor. Dodo has also introduced a new website, refreshed social media channels and improved customer service centre experience. A public relations campaign will complement the marketing and customer service investments.

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The first TVC has launched, introducing Australians to a new Dodo, a compelling nbn pricing offer and a ‘save it for spending’ creative concept. The ‘save it for spending’ message suggests that Aussies should be allowed to save money on the things they need, to spend money on the things they want.

The rebrand coincides with a major shake-up in the telecommunications industry, triggered by the roll-out of the nbn. Dodo has released lower-price, higher-value plans for both nbn and mobile, also giving customers who bundle power and gas access to the nbn at one of the cheapest prices available in market.

Andrew Wynne, general manager of marketing and sales at Dodo (part of the Vocus Group), said that customers were increasingly choosing better value over service – where often it’s the perception of premium service rather than any significant difference.

Says Wynne: “Our brand and communication strategy for Dodo is focused on fairness and transparency, which will be critical in competing in a market dominated by incumbents.

“The nbn rollout has levelled the playing field which allows us to deliver better value for customers while using the same network.

“It’s been 17 years since the original Dodo bird and the ‘internet that flies’ jingle first flew onto Aussie screens, so we’re excited to reveal a new Dodo.

“Dodo’s evolution will translate to an attractive option for millions of Australians across essential services including internet, mobile, power and gas.”

Matt Lawson, chief creative officer at Deloitte Digital, said it was a privilege for a creative team to get a brief to transform a brand like Dodo.

Says Lawson: “While we’d love to take all the credit, absolutely love it, the team at Dodo has been incredible strategic and creative partners every step of the way.”

Says Adrian Mills, partner, Deloitte Creative Brand and Media: “We’ve loved working on this with Sandra, Andrew, Felicity, Brenda, Catherine, Trish, Tony and the broader team. It’s a smart repositioning and a credit to this group for having a vision and executing upon it. What you’re looking at here are the first few steps in a comprehensive evolution of Dodo and I hope it makes people feel differently about a brand with a lot of potential.”

Client: Dodo (Vocus Group)

Chief Creative Officer: Matt Lawson

Creative Director: Charles Baylis

Creative Producer: Rob Weir

Motion Designer: Jake Doherty

Production Company: Passion Pictures Melbourne

Ellen Donald, Consultant