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
It’s day 4 in Cannes and among the ever-growing divergent panels, presentations and workshops spanning from one end of the Croisette to the other, there has been a very real emergence of how artificial intelligence (AI) and machine learning needs to fit into the marketing ecosystem of today and tomorrow.
Does it ever seem like the content you create falls flat on its face or that the leads you’re generating aren’t worth following up?
So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?
In the 11th and final episode of the Closing the Gap podcast series, produced by Brandhook, Asahi Beverages’ former marketing strategy director, Darryn Wallace, chats about delivering a true ROI on marketing programs.
Typo"claiming no other email service protects its users form spam, hacking and phishing as successfully as Gmail"I'm sure Google can help...
OlliesBlog
Google to stop scanning personal Gmail accounts for ad targeting
It is interesting. Rebrand is very good. Perhaps they should change the logo to something more modern. For example as it is - https://www...
David Hill
Grace Group undergoes first rebrand in 30 years to unify and contemporise
Hey Guys, just one small typo that changes a part of the story :“That was a really big step forward for our company because we didn’t hav...
Damian Young
Chobani tastes success with data analytics platform
This is amazing! Congratulations to Cochlear for continuing to lead innovation in every way!
Chris
How this marketing ops leader is lifting the automation ante at Cochlear
Interesting case! It seems like universities can also benefit from marketing automation. I've started using getresponse some time ago and...
Aaren
How marketing automation is helping drive CX change at Adelaide University