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 been an incredibly tough three months for the Star as it shut its doors and stood down staff in response to the COVID-19 lockdown. Yet innovation has shone through, and if the CMO, George Hughes, has anything to say about it, such lateral thinking will continue as we start to recover from the crisis.
For businesses and advertiser categories currently experiencing a slowdown in consumer activity, now is the optimal time to get started on projects that have been of high importance, but low urgency.
The effects of the coronavirus slammed the brakes on retail sales in pubs, clubs and restaurants. Fever-Tree’s Australia GM Andy Gaunt explains what they have learnt from some tricky months of trading
There is much talk about what VOZ will bring to the media industry. New ways to slice and dice audiences and segments. A clearer understanding of screen consumption. Even new ways to plan and buy. The most interesting result could be finding something many thought we lost - younger viewers, specifically the valuable 18-39s.
One failing brand tying up with another failing brand!
Realist
Binge and The Iconic launch Inactivewear clothing line
I am 56 years old and was diagnosed with Parkinson's disease after four years of decreasing mobility to the point of having family dress ...
Nancy Tunick
The personal digital approach that's helping Vision RT ride out the crisis
I am 57 and diagnosed in June 2009. I had a very long list of symptoms, some of which were. Keeping right arm close to my side while walk...
Nancy Tunick
Gartner survey: CMO spending hit by COVID-19
Audible did such a great job on their marketing and at the same time, there are no false promises. The support, quality, variety all good...
Vitaliy Lano
Audible's brand plan to build the value of audiobooks
I am 56 years old and was diagnosed with Parkinson's disease after four years of decreasing mobility to the point of having family dress ...
Nancy Tunick
Parkinson's NSW creates a lorem ipsum generator and goes digital to mark Parkinson's Awareness month