An unbranded outdoor teaser campaign featuring a frog and a goat which dominated several Australian cities last week has been unveiled as a repositioning of Telstra’s classified brand Trading Post.
A new TV ad went to air last night to support the launch of a new logo across tradingpost.com and Trading Post Mobile late last year. It also follows Telstra’s decision to scrap its printed edition.
Justin Milne, Telstra’s group managing director, PSTN, Fixed Broadband, BigPond and Media, said: “With a long history as the trusted place for Australians to buy and sell, it was important the new creative approach for the Trading Post brand engaged our traditional customers, while appealing to a new group of buyers and sellers.”
The campaign for the first time introduces the two animals and a new catch phrase – with the goat saying “Bargain” and the frog saying “Reckon” whenever they see the Trading Post.
The campaign, created by BWM, also includes cinema, radio, outdoor, online and mobile, with media booked by OMD.
A ‘Bargain! Reckon!’ dance track, mixed by Sydney DJ Peewee Ferris, also formed part of the teaser campaign and is available on the Trading Post website as a ringtone and callertone for Telstra Next G customers with compatible mobile phones.