It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.
Telstra is embarking on the next stage of its identity transformation strategy with a brand marketing program incorporating nation-wide TV ads, digital marketing and plenty of fresh content.
Supported by a new digital hub, www.telstra.com/countmein, and social tag, ‘#Countmein’, the new content-laden program includes TV commercials and online film, digital advertising and multimedia articles, all showcasing a range of customer and consumer-led stories highlighting what people can achieve in a connected world.
Video-based stories on the digital hub range are grouped under the header ‘brilliant connected stories’ and focus on how Telstra connectivity of one form or another can improve individual experiences. They include a look at Telstra’s work with the Salvation Army providing phones and services to the homeless from the point of view of one Aussie example, Mick; to how music streaming services are being deployed to help one apple farmer generate a new kind of apple juice for music lovers.
Visitors to the site are encouraged to share stories and community efforts socially, and a feed of 'countmein conversations' from its social channels also appears in the digital hub.
According to Telstra, the program brings to life the telco’s vision to create a ‘brilliant connected future for everyone’ and builds on the bold colour identity launched in September 2011.
The new brand effort kicks off with a 60-second TV commercial during the Australian Open men’s singles final on Australia Day Sunday, which delves into the benefits of digital connectivity from a consumer perspective.
Telstra director of corporate marketing, Inese Kingsmill, said the new brand program is about highlighting Telstra’s network strengths and efforts to helping Australians connect no matter where they live or work.
“We are committed to ensuring our customers benefits from an experience supported by some of the most innovative tools, smart systems and some of the most advanced applications available,” she said in a statement.
“With this brand marketing program and through ongoing creative activations, we want to give Australian an experience of what a connected future may look like, invite and support them to participate in new and exciting ways and importantly, demonstrate the possibilities that exist when they connect to the things they care most about.”
The creative leads on the latest brand program were DDB and Interbrand, while R/GA worked on the digital components of the program.
More on Telstra's marketing strategy
- Telstra's 4p's of marketing analytics
- Telstra jumps into new LinkedIn advertising program
- How Telstra united TV and digital analytics
- Telstra shares how its commanding social conversations
- Telstra's Nick Adams shares how he believes you can win staff over to data-driven marketing