Monday, 27 August 2018 12:00

Dodo rebrands with new prices, says it's 'not as stupid as we look'

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Dodo's old bird has gone the way of the dodo, with a new bird looking much more realistic, along with new pricing for broadband, mobile and energy.

The Internet service provider and energy retailer has "launched its first major brand revamp since its inception in 2001, as part of a market re-positioning and wide-ranging transformation of its customer experience". 

We're told the rebrand will be "visible through an above-the-line campaign spanning TV, print, online and outdoor", along with "a new website, refreshed social media channels and improved customer service centre experience".

Dodo says its rebrand "coincides with a major shake-up in the telecommunications industry, triggered by the roll-out of the NBN", although given the NBN has been in rollout mode for several years now, the best shake-up would be gigabit plans via fibre, which sadly, Dodo isn't offering.

You can see Dodo's new Internet pricing here, the new mobile plans here, and the new energy plans here

Dodo has also released new plans and pricing for both NBN and mobile, also giving customers who bundle power and gas access to the NBN what the company says is "one of the cheapest prices available in market".

Dodo is part of the publicly listed telco Vocus Group, and it says it is "using the NBN to redefine itself and its position in the market, aiming to attract customers who are searching for value, simplicity and fairness".

Here's Dodo's new TV commercial, in which you'll see a "Nacho Drone" being advertised for $280, but the small print notes that the "Nacho drone doesn't exist. Yet", which I've enlarged for you in the image following the video. The article continues below, please read on:

Here's the still shot of the Nacho Drone being advertised with the fine print enlarged. 

 

Sandra de Castro, chief executive of Consumer for Vocus Group, said "the new lower-price, higher-value plans demonstrated Dodo’s determination to deliver customers what they deserve.

“We reckon today, more than ever, Australians are after a good deal and are demanding more and more value: whether its internet, mobile or energy, they see through big brands’ attempts to highlight pretty minor differences, especially when they’re asked to pay high prices for it.

“The reality is, these days every internet provider relies on the NBN, mobile networks are becoming pretty comparable, and your lights come on regardless of who supplies your energy, so for Australians it’s more about the right plan and price.

“In a nutshell, Australians want to be treated fairly when it comes to telco and energy services and we want to be known for having a simple but smart offering.

“Through the Dodo rebrand, our upgrade to plans and improvements to the customer experience, we’re investing to take advantage of the changing market dynamics.” 

The first of a series of new Dodo TV commercials aired on Sunday 26 August during prime time, introducing Australians to a new Dodo, a compelling NBN pricing offer and a "save it for spending" creative concept.

“The original bird and the ‘Internet that flies’ jingle first flew onto Aussie screens in 2001, so it’s time to freshen things up! We’re excited to reveal an evolved Dodo, who represents fairness and simplicity – and is also a bit cheeky.

“Dodo is an attractive option to help millions of Australians save money on their household bills, from Internet and mobile phones to energy and subscription TV."

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Alex Zaharov-Reutt

One of Australia’s best-known technology journalists and consumer tech experts, Alex has appeared in his capacity as technology expert on all of Australia’s free-to-air and pay TV networks on all the major news and current affairs programs, on commercial and public radio, and technology, lifestyle and reality TV shows. Visit Alex at Twitter here.

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