Dodo - The Real Deal
Dodo is most famous for cheap internet. It is equally famous for historically dodgy service. Throughout its history, the brand has been plagued by poor choices in the name of profit margin, all of which have left a bad taste in the mouths of many Australians. But that was then, and now Dodo’s value proposition has changed. While maintaining a low price point, Dodo is now consistently ranked amongst the top NBN providers for speed and reliability.* Despite these improvements, the market remained un-convinced. We set out to change this.
This case shows how we did a few key things, very well. These include
Re-focussing on our heartland customers, getting to know them better, choosing to treat them differently to other brands, and to love them for who they are
Realising that a changing economic outlook would impact these customers most, and that they would be looking for support
Understanding what we needed to do as a brand to win back the consideration of this audience • And positioning our brand in the right way to be there for them.
Since launching the Real Deal brand platform mid 2022, we have ignited a remarkable surge in Dodo NBN sales, delivering a 49%* increase in average monthly sales (6,419 to 9,344) and 75% growth in Dodo’s share of new NBN connections (from 4% to 7%).
Branding
Graphic Design
Motion Graphics
2023
Dodo
Dodo Website
