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
Many marketers, agencies - and everyone in between - get caught up on bubble references and data points. They’ll use Facebook best practice as the only best practice for Facebook executions and only consider metrics and responses of the one channel they’re expected to deliver on.
A few weeks ago, our Prime Minister, Scott Morrison took it upon himself to tell companies and their CEOs where to go when it came to societal issues. It wasn’t an organisation’s place to get involved. Instead, he said it should be left to governments to solve societies challenges.
A study published in The Harvard Business Review found the time spent in collaborative activities at work has increased by over 50 per cent in the past two decades. Larger projects; complicated problems; tighter timeframes: These require bigger teams with specialised skillsets and diverse backgrounds, often dispersed globally.
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
Informative blog. Xero is a well-known revolutionized accounting software, specifically developed to provide best User Experience and mak...
NavkarConsultancyServices
Xero evolves to fit a changing marketplace
>Writes article about how to show diversity in an authentic way>All featured opinions are from white women
Jennifer Metcalfe
Food for Thought: How can brands show diversity in an authentic way?
Excellent post, congratulations !!! - Prof Paulo Coelho | https://www.drpaulocoelho.c...
Prof Paulo Coelho
The B2C and B2B marketing transformation helping Invisalign win more smiles
Great article - but regarding "For a team to achieve their full potential, Edmonson also advises leaders balance psychological safety wi...
Sim
3 skills you need to drive better collaboration - Business leadership - CMO Australia
I would invest money in machine learning. I think it's important to do that. Don't you agree?
Polly Valentine
Metcash to use AI for promotional planning optimisation in liquor division