Telecom New Zealand

This case study describes the objectives of the campaign as 'to inspire people with a vision of what it means to be connected' and to successfully communicate with the 'virtually young'.

Telecom New Zealand

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Agency: Saatchi and Saatchi

 

Introduction/ Marketing Challenge

Despite the 'new world' activities of the company, public perception was that the Telecom brand remained entrenched in the 'old world' of voice. Brand preference had weakened after a period of primarily rational advertising about deals and prices. We wanted to transform opinions of the brand by fastforwarding it into the digital world and giving it some heart. We wanted people to prefer Telecom more than any other communications company, and improve this preference via pure 'brand' advertising. The communications challenge was to:

Inspire ...

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