The second wave of Telstra’s new brand marketing program could have a more musical feel to it with indications it could tap in the notion of virtual busking.
Twenty-six seconds into Telstra’s new advert (below) a young man playing the guitar surrounded by other virtually present musicians can be seen.
Inese Kingsmill, director of corporate marketing at Telstra, said they were “doing something around buskers” but declined to comment further.
Inclusiveness has always been a core part of Telstra and the new brand marketing program which was announced today has a strong focus on “humanness”, according to Kingsmill.
“We wanted to make sure that what we did as we evolved the brand was to be inclusive, and to be very human, because the connections that we talk about are human connections, the people connection occurs on a human level,” Kingsmill told B&T.
“We’ve been connecting Australians for over 100 years, with heavy responsibilities for us to be inclusive, so that everyone is a part of it.”
“All parts of our society have access to being connected to this brilliant connected future,” Kingsmill said, adding Telstra already has a variety of programs to aid its inclusiveness such as a seniors program, programs for the indigenous community and programs for disadvantaged people.
With Telstra’s brand health and consideration on the rise, the company is set to continue its growth in the foreseeable future.
“We had a very good initial reaction to the relaunch a couple of years ago and we got a really nice uplift and that just continued to build. So what we want to do is make sure we continue to invest in innovation and freshness and taking it to the next level," Kingsmill added.
“We’ve taken a moment to reflect on our brand. At Telstra our brand, our culture and strategy are fundamentally linked.”