Dodo: NBN Providers

A bold, high- energy campaign that transformed Dodo's brand from 'cheap and dodgy' to 'trustworthy and unbeatable value,' using innovative storytelling across digital, TV and social channels.

 

​​Problem

Dodo, an Australian internet service provider, is perceived as “cheap and dodgy,” causing a loss of customers despite offering competitive pricing. This campaign needs to shift negative perceptions while targeting a financially conscious audience who prioritize affordability without compromising quality.

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Insight

The target audience consists of lower-middle-class individuals under 50 who value both affordability and quality. They are digital natives who rely heavily on the internet for work, entertainment, and social engagement but hesitate to switch providers due to concerns over service reliability. They want to feel understood, valued, and trusted by the companies they choose.

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Idea

The campaign aims to reposition Dodo as a reliable, affordable internet provider that connects people during significant moments in life. By using relatable real-life scenarios, the ads will demonstrate how Dodo helps individuals stay connected in critical and everyday situations. The use of a cartoonish style combined with realistic backgrounds in advertisements creates a fun yet trustworthy image, showing that with Dodo, customers get both affordability and reliable service, helping to build trust and encourage engagement. The headline “Steadfast connection for every single moment” highlights Dodo’s reliability, while the call to action reinforces the brand’s accessibility.