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  • SUB CATEGORY :
    MEDIA STRATEGY
  • ENTRANT COMPANY :
    LEO AUSTRALIA, SYDNEY
  • TITLE :
    ADS AT RECORD SPEEDS
  • BRAND :
    SUPERLOOP
  • ADVERTISER :
    SUPERLOOP
  • AGENCY :
    LEO AUSTRALIA, SYDNEY
  • CHIEF STRATEGY OFFICER :
    CATH KING
  • CHIEF EXECUTIVE OFFICER :
    CLARE PICKENS
  • GENERAL MANAGER :
    JAMES WALKER SMITH
  • CHIEF CREATIVE OFFICER :
    ANDY FERGUSSON
  • ASSOCIATE CREATIVE DIRECTOR :
    JAMES BESWICK/ROWAN FOXCROFT
  • SENIOR INTEGRATED PRODUCER :
    LAURA MIDALIA
  • NATIONAL DIRECTOR OF PRODUCTION :
    MICHAEL DEMOSTHENOUS
  • EDIT & MOTION GRAPHIC LEAD :
    JOE GIUFFFRIDA
  • SENIOR BUSINESS DIRECTOR :
    NICOLE DENNING
  • ACCOUNT DIRECTOR :
    DANIELLA GARABEDIAN
  • ACCOUNT MANAGER :
    ELISA DONATO
  • SENIOR STRATEGY DIRECTOR :
    ERYN LEMESURIER
  • MEDIA AGENCY :
    ZENITH, SYDNEY
  • HEAD OF PLANNING (SYDNEY) :
    RYAN VARLEY
  • SENIOR DIGITAL MANAGER :
    NICOLE PARISH
  • DIGITAL DIRECTOR :
    LEWIS HUGHES
  • GROUP INVESTMENT DIRECTOR :
    BRENDAN VAN RYN
  • CLIENT PARTNER :
    EWAN MITCHELL
  • ACCOUNT DIRECTOR :
    EMILY ROBINSON
  • ACCOUNT MANAGER :
    NICOLA CARNEVALE
  • FILM PRODUCTION COMPANY :
    HAVEN’T YOU DONE WELL PRODUCTIONS, SYDNEY
  • DIRECTOR OF PHOTOGRAPHY :
    TONY LUU
  • SENIOR PRODUCER :
    DARREN MCFARLANE
  • PRODUCTION DESIGNER :
    CLOE JOUIN
  • ONLINE EDITOR :
    JON HOLMES
  • OFFLINE EDITOR :
    CHARLIE FORD/JIM CRUSE
  • COLORIST :
    CJ DOBSON
  • WARDROBE :
    NATALIE BURLEY
  • HEAD OF COMMERCIAL :
    TOM RICKARD
  • SOUND PRODUCTION COMPANY :
    PRODUCTION ALLEY, SYDNEY
  • MUSIC COMPOSER :
    TO KILL A DEAD MAN
  • CAMPAIGN SUMMARY :
    Australia’s internet is embarrassingly slow.
    But challenger brand Superloop offers Aussies superfast speeds.

    We wanted to increase both brand awareness and become known for high speeds, so what better place to talk about speed than where speed matters most: The Olympics.

    We weren’t an official sponsor, but we still decided to leverage the world’s biggest sporting event to become synonymous with speed.

    So we created a disruptive media idea by making ads that ran for the exact times of World Records. Like Usain Bolt’s 9.58 second 100m record, for example. Or 22.93 seconds for 50m Freestyle Swimming. Or 6.24 seconds for Speed-Climbing. Oh, and we even created a skippable ad that went for 2 hours and 35 seconds, the Men’s Marathon world record.

    The spots were scheduled based on the Olympic event schedule to ensure they were served up when most contextually relevant. So when the Olympic swimming was being broadcast live, we’d serve swimming themed ads that hero our fast internet for the swimming world record time.

    The campaign delivered significant growth in awareness, recall, consideration, attribution to high speeds, and brand name search.
  • CREATIVITY/IDEA/INSIGHT :
    Australia has embarrassingly slow home internet. But challenger brand Superloop offers the fastest internet speeds available in the country.

    To become synonymous with speeds we decided to leverage a place where speed matters the most: The Olympics.

    But making a “They’re fast, so are we” type analogy just wouldn’t cut it. We needed something more cut through. So we didn’t just talk the talk, we walked the walk (or “sprinted the sprint”?) with a media play like no other: ads that ran for the exact times of sporting World Records.

    We created playful content built for each speed-related event and served them to people as Australia as they watched along.
  • STRATEGY :
    As home internet providers, Superloop’s audience is wide, with a slight bias towards young progressive families.
    Australia is a country of sport lovers, with a majority glued to their screens throughout The Olympics - plus avidly catching up later on highlights of what happened in Paris whilst Australia slept.
    Therefore we imple implemented a highly relevant contextual media buy on broadcast, plus activated targeted social and BVOD.
  • EXECUTION :
    We activated our content based on the event calendar of the Paris Olympics. So when the swimming was happening live, our swimming-themed spots timed to World Record swimming times were broadcast. Or when the sprinting was taking place, we showed up with sprinting-themed ads at sprinting world record times.
    Ditto cycling, rowing, hurdling, and even more niche sports like speed-climbing.

    This pairing applied to BVOD too, so all those Aussies catching up with events in Paris overnight via highlights packages, were served the contextual spots.

    And with this bank of content speaking to a wide range of Olympic events, we could retain flex in case of schedule changes or any unforeseen delays.

    The Marathon was a playful anomaly. Whereas for the rest of the campaign made 60s, 30s and 15s shorter, we made an ad format we made longer. Much longer. To celebrate the Men’s Marathon World Record we created a 2 hour 35 second spot. Sure it was skippable, but the average viewing time was a whopping 7 minutes.
  • RESULT :
    The campaign had a TV and BVOD reach of 8.2 million, with online and social impressions totalling over 24.7 million.

    Among Superloop’s core audience of progressive families the campaign achieved:

    - 39 percent increase in awareness (which is a key strategic objective as a new challenger that is taking on major telcos that have dominated share of mind for decades.)
    - An above average ad recall - 42%
    - 42% percent increase in brand consideration.
    - Strong sentiment with our progressive young Aussies audience, with 75% saying it was easy to recognise the ads ads were for Superloop.
    - The no.1 Ad take out was fast internet.