Telstra explores the future in major new brand campaign via DDB Sydney, Interbrand and R/GA
This weekend Telstra will launch the next step in the evolution of its brand with a new brand marketing program which brings to life Telstra’s vision to create a ‘Brilliant Connected Future for Everyone’ via DDB Sydney, Interbrand and R/GA.
The program launch will be marked by a new television commercial to be broadcast during the Australian Open men’s singles final on Sunday. The commercial will explore what people can achieve in a future where everyone is connected.
This next chapter in Telstra’s brand development builds on the bold colour identity launched in September 2011.
Inese Kingsmill, Telstra director of corporate marketing said the new brand program reflects Telstra’s unique position and commitment to enriching lives and helping Australians to connect, no matter where they live and work.
Says Kingsmill: “Telstra has been part of the fabric of Australia for over 100 years and exists to connect people to the things that are important to them.
“We are committed to ensuring our customers benefit from an experience supported by some of the most innovative tools, smart systems and some of the most advanced applications available. We have Australia’s largest and most reliable mobile network, covering more than 99.3% of the population and more than 2.3 million square kilometres of the landmass, with our 4G services now covering 85% of Australians.
“We believe that connection is a basic human right and no-one should miss out. We will continue to help students, businesses, families, innovators, friends, older Australians and those who require special assistance get connected and stay connected to build a better future.
“With this brand marketing program and through ongoing creative activations, we want to give Australians 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 new broad brand marketing program is showcased in a new digital hub at www.telstra.com/countmein. The hub includes examples of connections enabled by Telstra across a range of topics from network innovation, to music and small business to community.
Says Kingsmill: “The digital hub demonstrates how Telstra, as a technology company, is at the forefront to help Australians take this journey – to help connect everyone. It houses content for customers to engage, be inspired, and participate in.”
DDB and Interbrand were the creative leads on the evolution of the brand marketing program, evolving the brand identity and helping to create the television commercial and online films, digital advertising and online banners. R/GA also collaborated on the digital components of the program.
Adam Donnelley, managing partner, DDB Sydney said that technology has fundamentally changed the way we live and do things. This fact necessitates the need to really focus on what type of tomorrow we are creating together.
Says Donnelley: “Telstra has amazing clarity around the near future possibilities they are helping Australians to enable. We wanted to bring this to life and demonstrate some of the incredible things that are now possible.
“We wanted to do that in a way that encourages participation and importantly captures the energy and optimism of the future if we create it all together. The new campaign with digital and social shows us that through connection the possibilities are endless.”
15 Comments
Not sure what’s going on here. Is this a promo for Vivid or Sydney Festival or something?
An ad about the future that looks like a pale comparison of the same idea done by Microsoft [and many others] 20 years ago. In fact, the Microsoft spot looks, sounds and feels more contemporary than this – and that’s a pity; because as far as Telco’s go, Telstra is pretty cool.
An amazing advert, does what is says on the package!
Well done DDB!
Looks a bit like Telecom NZ ‘Spark’!
What year is this? Utter nonsense. A mood video at best. From 20 years ago.
“Telstra has amazing clarity around the near future possibilities they are helping Australians to enable.”
Really? Clarity? In this stinker?
Thanks for making me roll around laughing.
Def part of the house
http://www.youtube.com/watch?v=ZUXA0wwKK0E
Onya Dsh Dsh!!!
What shite.
That. Is. Utter. Crap.
The ad’s a bit bland but it looks like the ‘small stuff’ they’ve created in the ad could make some very nice case studies. I expect to see a lot of it in digi and promo.
As fan says, be interesting to see if this leads anywhere. If the stuff in the ad gets made for real, then fair enough. If it doesn’t, it’s just pretty pictures.
This ad wanks itself better than I can!
Searched the # on twitter, 1st page of results didn’t show anything. Hate them even more for making me do something pointless.
RGA have yet to deliver.
And they have had time.
Walk don’t talk Nick.
#countmeout. Rubbish.
Does anyone know who sings the song in the ad? It’s awesome!