A telco has been forced to change the colour of its homepage after being threatened with legal action from a rival.
Online retail and telco Kogan has recently partnered with Vodafone in New Zealand to bring a discount offering under the Kogan name.
On creating the website for the new service, Kogan opted to go with an orange tone on the homepage, a decision rival telco Spark NZ has taken great issue with.
“It seems clear that the Kogan NZ Website reflects a deliberate design choice to adopt the brand attributes which consumers associate with Skinny [the name of Spark’s mobile plan provider] in New Zealand,” said Spark in a legal letter that was uploaded by Kogan titled ‘Spark aggressive letter to Kogan Mobile NZ’.
Spark claimed the similar colours could mislead a customer into thinking the two mobile services are the same or commercially associated and asked Kogan to “reconsider its approach”.
Kogan has since done its best to turn the legal threat into positive PR and troll its opposition.
As well as uploading Spark’s strongly-worded legal letter, Kogan also shared its (far more upbeat) response.
“Kia ora neighbour! Thank you very much for your letter. Given that we haven’t really wasted any money on expensive ads, we really appreciate that you noticed that we’ve moved in,” Kogan cheekily said in its letter.
“It’s amazing how quickly word of an awesome deal spreads, isn’t it?”
We had a chuckle when we received this legal letter from @SparkNZ. While we're focused on creating better deals, increasing mobile competition & lowering prices, our competitors are focused on colours. More NZ mobile competition couldn't have come sooner https://t.co/Z3P3L99Xze
— Ruslan Kogan (@ruslankogan) September 11, 2019
Despite pointing out it has used the colour orange here in Austalia – and that other telcos have too – Kogan has elected to change the colour of the website to a hot pink, but not without one last insult.
“We really appreciate you looking out for us and ensuring that no customers may confuse our incredible offers for something lacklustre,” Kogan said in its letter.
“We expect our prices and the deals we offer Kiwis to speak much louder than any colours we use, and we doubt anyone could have confused our offer with yours.
“This is especially the case given the abundant Kogan branding everywhere on the customer journey. But, in any case, with pleasure, we have replaced all orange on our site with hot pink. Check it out. What do you think?”
Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.
Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]
This week Nova’s Fitzy & Wippa are celebrating 10 years of their iconic radio show and plenty of famous faces have weighed in on the feat! For Fitzy & Wippa’s 10-year anniversary show they were joined by a bunch of special friends who shared their messages and favourite memories over the last decade. The guys […]
Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]
Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]
Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]