Effies
Australia
How Felix Mobile Branched Out Beyond Its Sustainability Roots to Drive Some Very Healthy Growth
Agency
Thinkerbell
Client
TPG Telecom
Awards
Finalist
Telecommunications and Other Services
Case Study
Summary
Facing a highly concentrated market, felix mobile launched its "Not All Talk" brand platform to overcome competitors and market uncertainty. Shunning its previous "sustainable telco" positioning, the brand got "marketing-sciency," embracing category motivators and a distinctive tree mascot. This disciplined approach demonstrated how felix was better for both consumers and the planet, driving a dramatic increase in ROI. The strategy proved that for a small-budget challenger, sometimes the boldest thing is to follow the rules, which successfully made felix the fastest-growing brand in TPG Telecom.
Case study
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Credits
| Joshua Manning | Head Brand Thinker | Thinkerbell |
| Bryan Bryant-Steeds | Head Thinker | Thinkerbell |
| Christopher Naufel | Thinker | Thinkerbell |
| Ruby Brus | Brand Thinker | Thinkerbell |
| Craig Merrett | Head Creative Tinker | Thinkerbell |
| Zac Goldberg | Head Creative Tinker | Thinkerbell |
| Paul Swan | Chief Creative Tinker – North | Thinkerbell |
| Phillippa Netolicky | General Manager – North | Thinkerbell |
| Adam Ferrier | Chief Thinker | Thinkerbell |
| Margie Reid | CEO | Thinkerbell |
| Jim Ingram | National Chief Creative Tinker | Thinkerbell |
| Juliana Camacho | Senior Brand Marketing Manager – felix mobile | TPG Telecom |
| Kelly Beater | Head of felix mobile | TPG Telecom |
| Josie Cocks | Senior Content Marketing Manager – felix mobile | TPG Telecom |
| Jack Edwards | Creative Lead – felix mobile | TPG Telecom |
| Ben Gilholme | Senior Digital Media Manager – felix mobile | TPG Telecom |
| Lisa Cronin | Head of Brand | TPG Telecom |
| John Casey | Chief Marketing Officer | TPG Telecom |