Felix wanted to put a stake in the ground and prove their eco creds by building on the platform, ‘a plan with a bigger plan’. So we created a national campaign that featured a bountiful harvest of TV, digital, social, radio, print and OOH — with the centrepiece being a Melbourne CBD mural that used a special CO2-absorbing paint. This was a key brand act by felix to show both the public and competing telcos that there’s always more we can do to reduce our impact in everyday ways.
To make audiences think twice about what being green really means, we employed a “prediction error” that championed the brand’s eco creds and increased recognition of their peachy brand colour. A prediction error signals a deviation from the brain’s current state, based on the viewer’s model of the world, e.g. stating something is green when it is clearly peach-coloured. This deviation calls for an “update” and the viewer is encouraged to resolve this by looking for more information a second time. Now that we had our audience’s brains in a behaviourally scientific vice grip, we wanted to share that unique feeling when a brand aligns with our audience’s personal values. We coupled the prediction error of the “This is green.” headline with felix’s tree-planting commitment, delivering a peachy solution to the prediction error. To add sweetness to our media plan, we created a triptych of street posters that leveraged Federal Election data to attract the attention of Greens voters in key metro areas, letting them know that there is a mobile plan that shares their values.
