Today, people use their smartphones to stay in touch with friends and family through social media, or to connect to what’s going on in the world. They are consuming large amounts of data, while making fewer phone calls. However, to get a phone plan that is generous on data, you have to pay a high price.

The first hurdle was to give the brand a reason to exist. DIA Brands’ strategic and creative teams positioned the business as Australia’s first social mobile network. The MeU name we created is short and conveys the brand’s social bent. The identity is quirky and friendly, and clearly distinguishes the brand from other established players in the market. The branding is bright and colourful, the messaging cheeky, the ‘Oodles’ plan naming says it all, and every piece of brand communication has been carefully designed to say ‘we’re not like any other mobile brand you know’.