Mouse, squirrel and robot lead digital rebranding at Sensis

Dash the mouse to be symbol of agility, adaptability and resourcefulness, says Sensis CEO John Allan

Supporting characters of the Sensis rebranding.
Supporting characters of the Sensis rebranding.

Sensis has rebranded with cute animals and robots in a move to highlight the new digital focus of the directories business.

The new Sensis logo features Dash the mouse, which CEO John Allan said represents agility, adaptability and resourcefulness.

“The instantly recognisable character illustration brings a warmth and human touch to our brand while being flexible, helpful and, most importantly, encouraging,” said Allan.

Dash won’t be alone, as Sensis has also introduced friends Hazel the squirrel and Micky the robot. Sensis said Hazel “represents good value” while Micky “translates technical jargon into plain English.”

Sensis worked with Interbrand to develop the new brand. It was launched internally this week and will be rolled out across the Sensis products and services over the next few months, the company said.

A customer communications program about the new brand will commence in the next few days, it said.

Sensis, the publisher of the White and Yellow Pages, has been trying to transform itself into a digital-first company.

Telstra recently sold Sensis to Platinum Equity, though the telco retains a 30 per cent stake in the company and recently proposed 800 layoffs.

Allan said print will continue to be an important source of revenue, but that the company’s key focus going forward will be digital.

“Throughout our 134-year history, Sensis has always found ways to innovate, he said. “Some of our products have existed since 1880 and over the years we have innovated to ensure they remained relevant to Australian businesses and consumers.”

“Businesses need a partner that is able to deliver engaged customers to them, across a number of digital platforms and channels. That’s what we intend to be.

“We want to be simple to deal with, faster and continue to meet the needs of our customers in the evolving digital media market. We are investing heavily in this area to deliver our customers greater services and value.”

Adam Bender covers digital marketing and emerging technology for CMO and is the author of dystopian sci-fi novels We, The Watched and Divided We Fall. Follow him on Twitter: @WatchAdam

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

Is your customer experience program suffering bright shiny object syndrome?

You may have heard of ‘bright shiny object syndrome’. The term is used to describe new initiatives undertaken by organisations that either lack a strategic approach, or suffer from a failure to effectively implement.

Leveraging technology to stand out in the sea of sameness

The technology I'm talking about here is data and marketing automation. Current digital marketing methodology, much as it is practiced at Bluewolf, dictates the need for a strategy that does four things: Finds the right audience, uses the right channel, delivers the right content, and does all of that at the right time.

Eric Berridge

CEO and co-founder of Bluewolf, an IBM Company

Lead Management is very important part of the process. For anyone running Facebook Lead Ads I would recommend using this service.Get your...

Dirk Lo

How this fintech startup is improving content marketing and lead generation

Read more

I am agreeing with Mr. Tyron Hayes that a measured test-and-learn approach could be missing opportunities to not only better engage custo...

brunson5862@mail.ru

CMO interview: How Curtin University’s marketing chief is using test and learn to cope with complexity

Read more

Excellent!

Dr Sadasivan,US

Shakespeare shows data and creativity aren’t Montagues and Capulets

Read more

Great article! Agreed with all... Matthew Lerner, Deeps De Silva... When a company has a great product that solves customers needs, a gre...

James Tyler

Why marketers are embracing growth hacking techniques

Read more

Very good article, Social media analytics helps in problem identification. They can serve as an early warning system for negative custome...

BizVinu

Four ways to use social media to boost customer loyalty

Read more

Latest Podcast

More podcasts

Sign in