INTERBRAND AUSTRALIA, Sydney / TELSTRA / 2012
Our brief was to turn Telstra into Australia’s favourite Telco. In recent years, Telstra had fallen out of favour with the public through poor customer service and billing issues. They had alienated key customer segments, including the youth market. Having previously held the Telco monopoly, Telstra had lost ground to challenger Telco’s, which had inferior products and services. Our task was to restore Telstra to the industry leader around the new brand idea, ‘It’s how we connect’.
Telstra lived in a world of blue and used the same tone to communicate with all their audiences, alienating many in the process. Blue was not working for them. It was too corporate and didn’t allow them to be the bold, exuberant, dynamic brand they needed to be.We chose the full spectrum of colour to communicate with the full spectrum of audiences, using the full spectrum of tones and emotions. The brand changes colour to allow Telstra to connect with customers in a way that’s more relevant, expressive, and engaging – reflecting their customers’ worlds rather than their own.
In early testing, consumer research was conducted:-56% said the new brand was a real refreshing change.-65% said that it signalled that Telstra is changing.-62% said that they liked the new brand.Consideration scores were stagnant or declining in the last 5 years. In the six months since launch:-+5% Consumer consideration-+6% Business consideration-+5% non-customers-+7% youth consideration Unprecedented consideration improvements in Telstra’s history. In his recent address to the financial markets, Telstra CEO, David Thodey, specifically mentioned the impact that Brand and Marketing activities had on the performance of the business.
McCANN ERICKSON, new york
2014, NEW YORK ANTI-TRAFFICKING COALITION
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SAATCHI & SAATCHI, london
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