Belong: Carbon thumbprint

Australian telecommunications brand Belong ran a user-acquisition and engagement campaign to educate people about the environmental impact of digital technology.

Objectives

Background

Australia's telecommunications market is one of the world's most competitive, with over 190 broadband providers 40 mobile service providers.

Belong is a socially conscious challenger brand and in 2020 became Australia's first certified carbon-neutral telecommunications business.

Business objective - validate investment

Belong is owned by Telstra, Australia's largest telco, and is strategically positioned as a testing ground for innovation. Proving the effectiveness of this carbon neutral strategy for Belong would provide the investment case for the parent brand to follow-suit. So there was a lot at stake.

Campaign objectives

One: Engagement -Demonstrate proof that Belong's carbon neutral...

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