Challenger ISP provider Superloop has announced the launch of its latest campaign, urging Australians to stand up to their expensive internet providers by bringing back an iconic meme from the early 2010’s... planking
Research by Leo Burnett Australia found that many Australian households are using internet plans with speeds that an average American family was using 12 years ago – a time when the famous planking meme emerged. Without a clear reference to what high-speed internet really is, Australian ISP consumers have come to accept slow and outdated internet and have unwillingly learnt to live with it.
The campaign launched with a hero 30-second film, showcasing consumers planking in various precarious locations, claiming their nightmarish internet speeds and prices have left them ‘stuck in 2011.’ The work positions Superloop as a network purpose-built for the superfast future of the internet
Ben Colman, Chief Marketing Officer at Superloop, said, “Superloop is about delivering exceptional internet speed at outstanding value. 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.
“This work is yet another demonstration of the game-changing connected platform we’ve got at Publicis Groupe Australia. Leo Burnett Australia and Zenith Australia’s partnership has been critical in building exceptional and effective solutions for us at Superloop.”
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