Belong helps Aussies get “Data Rich” in ridiculous, operatic-ish campaign via DDB Group Melbourne
Belong has launched an emoji-bling-infused, baroque-meets-hip-hop campaign with UK rapper Taz to show Aussies how to get data rich with unlimited data banking and gifting on their mobile plans.
The Telstra brand teamed up with DDB Melbourne for the ‘Data Rich Opera’ campaign, directed by LA-based Jonny Look through Hooves.
The campaign features emoji bling belting out their love for banking obscene amounts of unused data and music from a mashup of opera and rap, genres synonymous with excess, and features UK rapper Taz, the first UK artist signed by Def Jam Recordings.
“Belong has always believed everyone should feel free to enjoy the internet,” Joshua Bailey, Head of Marketing and Retail at Belong, said.
“With unlimited data banking and data gifting, our customers get the confidence to scroll, stream, and share—without ever hitting pause. It’s just another way we’re helping Aussies feel more connected and in control.”
Giles Watson, DDB Group Melbourne Executive Creative Director, added: “People love flaunting their data stash, and unlimited banking helps make it the ultimate brag. Working closely with Belong’s in-house team, we turned these great features into a campaign that makes becoming ‘Data Rich’ the ultimate flex for netizens across the country.”
Beyond traditional media channels, the operatic musings of the golden chains deliver highly targeted digital, social, radio and digital out-of-home placements across the country that will bring the ‘Data Rich’ campaign to life in DDB Melbourne’s campaign for Belong.
Credits:
Creative agency: DDB Group, Melbourne
Media agency: OMD
Client: Belong
Chief Marketing Officer: Peita Golden
Head of Marketing and Retail at Belong: Joshua Bailey
Creative Studio Manager: Kate Lightfoot
Marketing Manager: Peter Anastassi
Senior Marketing Specialist: Adelaide L’Estrange
Production Company: Hooves
Director: Jonny Look
Producer: Renae Begent
Executive Producer: John Pace
Animation and Design: T&DA (Technology & Design Artists)
Creative Director: Simon Robson
Executive Producer: Eyvonne Carfora
Sound: Rumble