Circles.Life /
#Unfuck 2020
WHAT’S THE PROBLEM?
Little-known Singaporean Telco Circles Life wanted to make a noise in the Australian market and get themselves on the map. However, they were not only up against the big boys, they had a minuscule budget to do it.
WHAT WE FOUND
It was 2020 and COVID was just kicking in. Lockdowns fueled panic and uncertainty, and while no one knew how bad it was going to get, we knew 2020 was pretty f#@ked.
DID IT DEFY ORDINARY.
The campaign was led by a 1.2m high bronze middle finger statue placed outside the bigger telcos asking them to ‘Stop ripping off Australians’. Aussies could also order the finger to the door of someone or an office to share the sentiment. We followed this with digital and social campaigns, adding to the frustration of the larger telcos.
THE RESULTS
Needless to say, the campaign made a mark and a few waves, considering it was a little-known telco. It helped to get people talking about the brand and make it the fastest-growing telco in the region.
