Telstra: 'connection is a basic human right'

Telstra: 'connection is a basic human right'
B&T Magazine
By B&T Magazine
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Telstra is continuing its mission to forge a place for its brand in the hearts of Australians with a new marketing push that shares its vision of a ‘Brilliant Connected Future for Everyone’.

The major brand campaign, created by DDB, Interbrand and R/GA, implies the telecommunication giant is out to democratise the ability to connect.

Inese Kingsmill, director of corporate Marketing Telstra, said the telco exists to “connect people to the things that are important to them”.

“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,” Kingsmill said.

A television commercial depicting the connections technology can create will launch on Australia Day, also launching on January 26 is a new digital hub ‘Count me in’.

http://www.youtube.com/watch?v=i_l2jFLH4P8

The ‘Count me in hub’ contains stories of the benefits delivered by technology, including details of an app for autistic Australians and digital classes for older generations called Connected Seniors.

“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,” Kingsmill said.

The TVC and hub are also a call-to-arms of sorts, with Telstra asking consumers to ‘Count me in’.

For example, Telstra is seeking entries for ‘Send & See’, a promotion which will see a gift worth up to $500 delivered and the recipient’s reaction filmed via glasses for the giver to view (see video below for more).

http://www.youtube.com/watch?v=6l02es-DGuU

“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,’ said Ms Kingsmill.

The major marketing push builds on the September 2011 brand revamp which started the telecommunication giant’s colourful push to build an emotional connection with its consumers.

The new campaign brought together DDB, Interbrand and R/GA with Interbrand and DDB the creative leads. Ad agency DDB along with branding firm Interbrand are behind the TVCs, online films, digital advertising and online banners. R/GA collaborated on the digital elements of the campaign.

Adam Donnelley, managing partner, DDB Sydney said: “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.”

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