Telstra looks to connect with new brand marketing program

Telco giant embarks on the next stage of its brand transformation efforts with an extensive marketing program driven by content about how connectivity enriches people's lives

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

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

Signup to CMO’s new 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

​ Creating a purpose-driven brand

So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?

Paul Chappell

Partner and managing director, Brand + Story

Customer experience crisis: Proactively mitigating the risk of broken promises

Last Friday, three weeks after United Airline’s spectacular customer experience disaster, customers received a letter from the company’s CEO, Oscar Munoz.

The politics of branding

There have been some real doozies lately. I’m speaking of campaigns where brands have dipped their toe in - or jump straight into the deep end – of the political spectrum, aligning with social causes that seem to be the flavour of the day.

Paul Chappell

Partner and managing director, Brand + Story

Thank you Shane Blandford for carrying my Smarketing vision into KM !

Peter Strohkorb

​CMO Interview: Why aligning sales and marketing drives innovation at Konica Minolta

Read more

Thanks for helping me putting those threads of thoughts together. Simplification and connection - neat idea.

Mark Bayly

Tips from IAG on how to craft human-centred design

Read more

The problem with Box is that they made a couple of big mistakes - they first hired a bunch of unprepared kids and gave them big roles and...

Tim Woods

CMO interview: Why Box's marketing chief is rewarding staff for failing

Read more

At this point, being hit hard will also be subject for a detailed study. In honesty, too early to tell but there are precedents to follow...

Sean Lindeman

Australian Government to abolish 457 visa program

Read more

iflix is really a company with great potential. As a young company, iflix has forward-looking insights and able to identify data-driven m...

Serene Chan

How iflix used consumer intent data to gain 1 million subscribers in six months

Read more

Latest Podcast

More podcasts

Sign in