When internet gives you lemons, get Tangerine.
Tangerine wanted to take on the big guys of telco. With the major players having bamboozled customers with complexity and jargon for too long, Tangerine looked to take them head on with a simple, fresh and transparent brand offering.
Enter Refreshingly simple - a brand design platform that positioned Tangerine as Australia's uncomplicated telco.
The above the line campaign built seamlessly on the platform leveraging the key internet issues that research had highlighted. It presented Tangerine as the refreshing answer to their major internet “lemons” whether they be high fees, shocking customer service or lock-in contracts.