Australian mobile provider, amaysim, has launched a new campaign to encourage Australian to reconsider their mobile plan in the face of rising costs.

The campaign, titled 'Better? Better!', was created by amaysim's in-house creative studio and directed and produced by Australian animator, Jarod Green.

The social-first campaign features two Koala's as brand mascots. The campaign will appear on social media (Instagram, TikTok, Facebook, X) and online platforms (YouTube).

The creative direction was informed by recently commissioned amaysim research highlighting the challenges many Aussies are currently facing when it comes to being able to pay their mobile phone bills on time.

The research, commissioned by amaysim and conducted by YouGov, revealed that close to 30% of Australians, or approximately 5.7 million people, have struggled to pay their mobile phone bills in the past year. Moreover, 50% believe smaller telcos offer more value, with close to 40% considering switching to smaller providers like amaysim in the next 12 months.

"At amaysim, we’re committed to providing exceptional value while celebrating the incredible talent we have right here in Australia," said CMO at amaysim, Peter MacGregor. "Our new campaign, featuring cheeky koalas, underscores our dedication to affordability, value and better, better talent."

Amaysim has said the character-driven approach may continue as a long-term asset, depending on consumer reception and campaign performance.