Superloop, an Australian internet service provider, has launched a new campaign to challenge the country’s slow internet speeds and high prices. The company has partnered with advertising agencies Leo Burnett Australia and Zenith Australia to create a playful campaign that revives the iconic “planking” meme from the early 2010s. Research conducted by Leo Burnett Australia revealed that many Australian households are using internet plans with speeds comparable to those used by an average American family 12 years ago.
This insight inspired the campaign, which features a 30-second film showing consumers “planking” in various locations to symbolize their outdated internet speeds and prices. Ben Colman, Chief Marketing Officer at Superloop, said, “Superloop is about delivering exceptional internet speed at outstanding value.
Planking to symbolize slow speeds
However, Australians have been stuck paying high prices for internet speeds of yesteryear. We wanted to take this opportunity to challenge Australians to stand up to their internet providers by making the switch to Superloop – all packaged up in a cheeky and playful approach to get their attention.”
The campaign positions Superloop as a network purpose-built for the superfast future of the internet. Directed by Gustav Sundström and produced by Hooves, the campaign will launch in October across key digital channels, including OLV, YouTube, social media, and audio, with a second phase set to launch in the New Year.
James Beswick and Rowan Foxcroft, Associate Creative Directors at Leo Burnett Australia, said, “Millions of people are still metaphorically stuck in ancient planking times. Clearly, what those people need is for Superloop to unshackle them from outdated internet and set them free.”
The campaign’s playful approach aims to capture the attention of Australians and encourage them to reconsider their current internet providers. By highlighting the outdated nature of many current internet plans, Superloop hopes to position itself as a forward-thinking alternative in the market.
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