Dodo hunts for treasure in latest campaign for never-ending energy discounts via Deloitte Digital

Internet, mobile and energy retailer Dodo has released a new full-scale advertising campaign via Deloitte Digital, promoting its never-ending electricity and gas offers, representing its second major outing following its brand revamp revealed in August this year.

Dodo is once again asking consumers to save money on the things they need – like electricity and gas – to spend on the things they really want. In Dodo’s case, that’s a pair of metal detecting thongs.

A fresh round of animated TVCs featuring the revitalised bird are running in states where Dodo provides energy services, including New South Wales, Victoria, Queensland and South Australia.

VIEW THE SPOT

Andrew Wynne, general manager of marketing and sales at Dodo (part of the Vocus Group), hopes the campaign will raise Dodo’s profile as not only a telecommunication provider, but a full-service utilities company.

Says Wynne: “Dodo has always been best known as an internet and mobile company, particularly given our association with an extremely catchy jingle.

“With this campaign, we want consumers to know that when they sign up to Dodo, their discount never disappears, meaning no nasty bill surprises or penalties for being a loyal customer.”

The television spot shows Dodo strolling along the beach searching for treasure in a pair of metal detecting thongs. A purchase he’s made after saving on his energy bill.

Chief creative officer, Matt Lawson, said the thinking behind the creative is designed to challenge the legacy of the old Dodo brand.

Says Lawson: “Dodo, as a brand, is fighting to overcome negative connotations. Yet, they offer simple, highly competitive products and deals that showcase a more intelligent, modern brand. The line, ‘Not as stupid as we look’ is a self-aware way to communicate that they are, in fact, the smart choice.”

Adrian Mills, partner at Deloitte Digital, is particularly pleased with the performance of the campaign, and the way people are reacting to the new Dodo.

Says Mills: “Australian’s are opening their hearts and minds to what is a compelling proposition, and it’s a treat watching the market react so positively to the new Dodo. It’s still early days, but the data is showing real progress and to see that in such a short timeframe is something the Dodo team should be proud of.”

The campaign is running across digital, TV, radio and outdoor.

Dodo (Vocus Group) (client)

Chelsea Nieper, Producer