To celebrate this 40 year milestone, TPG and Thinkerbell have launched a new value-led creative platform ‘Great Value Every Single Day.’
In a cost-of-living climate where Australians are looking for smarter ways to stretch their budgets, the work was created to build memory structures around everyday ritualised tasks so that people would be promoted to think about the value they were getting from their telco provider on a daily basis.
The platform comes to life through a series of relatable vignettes of Australian life. From typical Mondays, to first and last days of school, and the occasional ahem sick day.
TPG Head of Brand & Marketing, Danielle Colbert says, “Ultimately, this campaign is a celebration of our 40-year history with Australians. We’ve always been in their corner, and we’re still showing up every single day to deliver top-tier service at a price that makes sense – which we know is incredibly important to people right now.”
Thinkerbell Head Creative Tinker, Craig Merrett added, “Good days, bad days, days you tell your boss you’re sick when you’re on the golf course – TPG is always there, blinking away in your home or on your mobile, providing great service at a price that’s just as good. We’ve unleashed Measured Magic by zeroing in on that truth, reinforcing what TPG has done for 40 years in a lighthearted, quintessentially Australian way.”
“In a category where certainty matters, this milestone gave us the opportunity to reinforce TPG’s strong value”, says Drew Groves, Business Partner, Starcom Australia. “By drawing upon this 40-year legacy as proof across the full media ecosystem, TPG is positioned as the dependable choice Australians can trust.”
Driven by Thinkerbell’s alchemy model in collaboration with Inclusively Made, the work rolls out across TV, BVOD, OOH, radio, digital and social.
