As Australia’s first carbon neutral telco, Belong had long been able to differentiate on their ‘green’ credentials. However, competitors had since caught up by achieving carbon neutral status themselves and as a result, Belong needed to re-establish its green leadership position within the category.

While the carbon impact of energy, food and transport on the environment is well understood, many Australians are still unaware of the carbon impact of their phone usage. As Australia's first carbon-neutral provider, Belong had the opportunity to educate the Australian public on this issue while cementing its green leadership position.

Key campaign objectives were:

Increase prompted awareness (from 47% to 55% in a 12-month period.)

Increase brand perception of Belong as Australia’s leading green telco (above industry benchmark of 35% in a 12-month period)

And through this, increase brand consideration above industry benchmark of 66%

Everest. It’s big. 8.849 kilometres in fact. That’s a long climb for a human with legs, even longer for a human thumb without them. Yet every month, our thumbs scroll this very distance, emitting carbon. We brought this story to life to remind Australians that with Belong, Australia’s first carbon neutral telco, their network usage is offset and they can Scroll Good. In our film, ‘Thummie’ overcomes blizzards, scales cliff faces, and comes thumb to face with a Nepalese mountain yak; reaching the glorious summit and proving that our scrolling thumbs can live in harmony with nature.

'Thummit' is Belong's brand campaign aiming to reposition and re-establish the business as Australia's leading green telco.

Launched in February of this year the results speak for themselves:

Prompted awareness has already increased for the first time in 8 months by 1%

In the first 3 weeks of the campaign running, Belong’s brand perception as a Green Telco increased by 6%.

Brand consideration increased by 3%.