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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

More Brand Posts

What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...

Tareq

Digital disruption isn’t disruption anymore: Why it’s time to refocus your business

Read more

Enterprisetalk

Mark

CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...

jackson13

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in