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Telstra promises the world through the Magic of Technology in new brand push

Telstra is hoping it can convince consumers they will “Thrive On” its network with a new campaign that shows the magic technology can bring to people’s lives and the claim “What if I could promise you the world?”.

Telstra Thrive end screen

The new work, which has been soft-launched over the weekend, focuses on the story of a grandfather reading a book to his grandaughter through a video call on a tablet as the pair share the experience together.

The bid to reboot the brand comes in a year when Telstra has suffered a series of costly network meltdowns that has forced it to reinvest millions and placed CEO Andy Penn in the embarrasing position of having to apologise to customers.

Opening with a line from Arthur C. Clarke saying “Any sufficiently advanced technology is indistinguishable from magic”, the ad then moves to the grandfather reading a storybook – My Giant Mind –  a reference that could be seen by some as surfing on the recent release of Disney’s movie The BFG.

The ad even features a shot reminiscent of marketing for the film with the little girl dreaming she is riding on the giant’s shoulder.

Telstra's giant

Telstra’s giant

Disney's giant

Disney’s giant

While anchored in the story of the girl and her grandfather, the ad wanders across a range of themes as the voiceover extoles the magic that technology brings to peoples lives and how in adulthood people leave the idea of magic behind “because magic’s way too hard to find”.

Scenes move swiftly through people using technology in a range of ways, from firefighters using drones to an old woman wearing a VR headset.

“What if I could promise you the world, then would you believe in magic,” the voiceover continues as rescue workers use their phone GPS to find an injured bushwalker.

Telstra rescue

“You see, we live in a magical world. We never have to wake from our dreams, our restless minds now free to wander at the wonder of technology, at the magic that we’ve created.

“The possibilities are like stars now. Infinite constellations fuelled by pure imagination leading to one destination. To You. To Thrive.”

The new line “Thrive On” flashes on screen with the Telstra logo.

Telstra is facing a massive assault from Optus, which is positioning itself as an entertainmant hub and also took over Telstra’s long-term partnership as sponsor of thr Australian Olympic team for this years games in Rio.

The Australian Olympic Committee is suing Telstra in the Federal Court claiming the telco is “deceiving Australians” through a partnership with the Seven Network to carry Seven’s coverage of the games on an app.

At the same time, Vodafone is capitalising on Telstra’s network failures to promote the new robustness of its own network, inlcuding a six week deal with Nova to use its phone network as a vital link in the broadcast chain.

 

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