‘It’s how we connect’ may hit the mark for Telstra
While this Telstra in the community ad may be a tad cheesy for some tastes, it does demonstrate the potential of the “It’s how we connect” positioning.
As you may recall, DDB has been given the brand building work around Telstra to unveil new work early next year.
It feels to me like “It’s how we connect” has got some legs.
Tim Burrowes
Linkedin
To be honest, I felt this was way too sugar-coated. I preferred the purple-haired anime chick ads!
Renai LeMay
Publisher, Delimiter
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Except when you actually want to set up telecommunications connections through them, which turns into a nightmare of ill informed support staff and waiting on the phone lost data. No one within telstra actually knows all of telstra… internally its all disconnect. They desperately need to work on the substance and let that speak for itself.
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i feel for telstra and their marketing as nothing they do feels at all authentic.
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Spot on Paul Knight – actions speak louder than words. Still, at least I didn’t see one baby in sight, a pleasant change
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I could write an equally compelling campaign with same “legs” under the proposition,
“Telstra…WTF’s wrong with the way we connect ?”…. and please stay on the line as your call is important to us and we’d like you to let us know how bad your experience was today.
“Telstra…The way we connect is your catastrophe”
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I understand this video was produced by Telstra internally (as opposed to outsourced to agencies)
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In fact a bigger idea would be to embrace honesty, like Coke did with their energy drink, and come clean.
The campaign should be…”The way we used to connect was crap”… but this is how we have changed.
As someone who has experienced the crap, it might just have me reconsider.
There you go Mr Collis and DDB, a big real idea for free… Mr Thodey you should hear this, as you are the one who wants to know what the real customer thinks of your brand experience.
No slick ad campaign will do squat until you come clean and say you have changed.
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Shelley’s hot!
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I’m a Telstra customer and I actually can’t fault their product – i.e. what they deliver. For example, in 8 years I have had just three broadband outages for a total of around 5-6 hours in total – two because of motor accidents and one because of fire. (Mind you, getting connected with broadband in the first place was a nightmare trying to get them to remove the old dual-line modem).
But Oh My God their service! At one stage they had over 80 invoicing systems that took over seven months to correctly consolidate into a single bill covering phone, broadband and Foxtel – but now that they have a unified billing system, it all seems to work quite well (fingers crossed I haven’t put the mockers on myself). As Paul pointed out – no-one inside Telstra knows all of Telstra. But I am beginning to see the first signs of rays of light in the black-hole called Telstra service that they just may be getting their internal act together.
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Not sure you need to sign off on your comment posts, Renai..
Tom Dodson,
BDM, Corporate Express.
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Couldn’t the One Laptop per Child guy haev ironed his brand new blue shirt?
It looks like it has just been unpacked from the plastic packaging and has all the creases from that still in it.
What’s the deal Telstra? Couldn’t afford an iron ??
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‘…a tad cheesy’???? This seemed like some sort of Amnesty or Red Cross ad where Telstra would have you believe that they do what they do for the personal and emotional rewards rather than the obvious financial ones. FAIL!
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Honestly, at least they have coverage across Australia that doesn’t drop out, and a few Aussies in the call centre.
They are trying to keep it approachable and a little softer, I don’t mind it.
p.s vodafone is useless on FB – you guys should write a story about how useless vodafone are at the moment that would be interesting
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For those interested in marketing history:
15 years ago the brief Pat Duffy, the then head of marketing at Telstra, gave to Singleton’s, Mojo and DDB was – ‘Connectivity’.
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