Telstra kicks off new branding campaign aimed at thriving on

Telco's new branding efforts comes off the back of a series of network outages this year and customer concerns

Jess Bush, who is featured in the new Telstra brand campaign
Jess Bush, who is featured in the new Telstra brand campaign

Telstra has kicked off a widespread branding campaign aimed at showcasing how its products and services work together to bring technological magic into people’s live.

The latest brand campaign is based around the tagline ‘thrive on’ and looks to emphasise how technology supplied by Telstra plays in the digital revolution and how people utilise innovative technology services. The campaign was rolled out from 17 July and includes social, digital, experiential, outdoor and print. It’s also across Telstra’s complete range of consumer, business and government services, media and entertainment products.

The relaunch comes as the ASX-listed telco battles ongoing customer concerns about the state of its Australian mobile and fixed-line network services following a raft of outages across the country this year. The most recent of these, which occurred on 30 June, knocked out both consumer and commercial services, including Myer’s point-of-sale systems, Jetstar’s check-in kiosks and home nursing and hospital services in Victoria.

That outage also came just hours after Telstra CEO, Andy Penn, announced the telco was embarking on a $250 million program to improve its infrastructure, though not outside its normal $4 billion capital infrastructure investments.

Aimed at emphasising technological innovation and its impact on people’s live, the launch ad for the new campaign kicks off with a quote from science fiction author, Arthur C Clark: “Any sufficiently advanced technology is indistinguishable from magic”, and includes a voiceover by Australian Slam poetry champion, Phil Wilcox. There’s also work featured from Sydney visual artist, Jessica Bush, Melbourne illustrator, Elise Hurst, and The Australian ballet’s artistic director, David McAllister.

The ads highlight new technologies such as Telstra’s mobile-first solution featuring Lanes technology, which creates a dedicated communications channel for emergency services to access during critical disaster periods, as well as its ehealth and new smart home solutions. There are also emotive images of people experiencing video and virtual reality for the first time.

The campaign was created by The Monkeys, while the refresh of Telstra’s brand identity was undertaken by Interbrand.


Telstra group executive of media and marketing, Joe Pollard, said Telstra has an important role to play in the digital revolution and “helping innovation to flourish and people to thrive”.

“Our role is to help and advise people on how to navigate the complex digital world safely and securely, ensuring they have solutions tailored to their needs,” Pollard said in a statement posted on Telstra’s Exchange blog. “Finally, we play an important role to innovate and push the boundaries of technology and shape solutions for the future.”

The ambition is to evolve Telstra’s role from telco to “techco”, Pollard continued.

“Our brand needs to reflect this and demonstrate there are better ways for everyone to thrive in this connected world.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Is your content marketing missing the mark?

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?

Dan Ratner

managing director, uberbrand

​ 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.

Very rarely have I come across views so true. There are so many gems in this article, reflective of reality, onec can read it again and a...

Shyam Mishra

ANZ digital chief: Tackle the ‘frozen middle’ of your organisation or face irrelevancy

Read more

STOP STEALING BUISNESS CLASS TOILETS from A380, new 787's and A330's!!!!Thats what you call customer experience ONE toilet for all Busine...

Joe

Qantas CMO: What it's taking to evolve our customer experience

Read more

Dare i suggest that a "CEO" role in a peak industry body like Think Brink is not really much of a leap from CMO because it is also a mark...

Sventana

CMO to CEO: Think Brick chief reveals what it takes to make the jump

Read more

Grate post, thanks for the post.No matter what your business is, if you do no not rank among the top most search results of Google, Yahoo...

Rahul

Image intelligence:10 must-see infographics for marketers

Read more

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

Latest Podcast

More podcasts

Sign in