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 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
cmo-xs-promo

Latest Videos

More Videos

who wants to date me I am 9 years old and i am a boy

Jeremy Hawkins

Sink a sub gaming experience signals Subway's renewed brand push

Read more

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Blog Posts

Unboxing 101 - How savvy influencer engagement can build a brand

The humble unboxing video is a powerful tool. Correctly executed, it harnesses consumer fandom, viral authenticity and brand design magic to deliver a high-impact message to a tightly targeted cohort of consumers.

Gali Arnon

Chief marketing officer, Fiverr

​Power to the people

Purpose is the ultimate statement of intent for many organisations. Why are we here? What are we trying to achieve?

Rich Curtis

CEO, FutureBrand A/NZ

The playbook to develop strategic brand moats

Warren Buffet is an unlikely ally for marketers. But his belief businesses need strategic moats that increase their value in the market while acting as barriers to competitors can offer marketers a new playbook for brand building and driving growth.

Fabian Di Marco

Founder and managing director, Tzu & Co

Sign in