Australia – Challenger ISP Superloop has teamed up with Leo Burnett Australia and Zenith Australia to launch a bold new campaign, urging Australians to take a stand against overpriced and slow internet by reviving the iconic planking meme from the early 2010s.
The campaign was inspired by research from Leo Burnett Australia, which found that many Australian households are using internet speeds comparable to those of American families 12 years ago, when the planking meme was popular. With no clear benchmark for high-speed internet, many Australians have accepted slow, outdated connections as the norm.
Superloop’s campaign urges Australians to ditch slow internet. The 30-second hero film shows people planking in awkward spots, symbolising how outdated internet and high prices have left them ‘stuck in 2011.’ Directed by Gustav Sundström and produced by Hooves, the film highlights Superloop as a network built for the fast 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,” Colman added.
Meanwhile, James Beswick and Rowan Foxcroft, associate creative directors at Leo Burnett Australia, shared, “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 Clearly, what those people need is for Superloop to unshackle them from outdated internet and set them free.”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 rolls out in October across major digital platforms, including OLV, YouTube, social media, and audio, with a second phase set to launch in the New Year.
