We had a chat with Telecom's chief marketing officer Jason Paris yesterday for a profile that will feature in the next edition of NZ Marketing magazine and he said one of the best things about the new Tommy and Boris work is the fact that everyone thinks it's a brand campaign. That's understandable, given the set-up ad is the only one that has been released so far. But it's actually a retail platform that's being used to promote different aspects of the Telecom business. And the first examples of that strategy were launched last night, with one spot focusing on 'New Zealand's best pre-paid pack' and another classy number showing some of the lesser known benefits of broadband.
Paris says the response to the campaign has been really positive so far, which he says is good for Telecom and good for Saatchi & Saatchi. And we heard there were some fairly robust celebrations to welcome the new campaign into the world last week, with rumours of onesies and afternoon tequila shots. And fair enough too.
Given Vodafone's recent foray into Kiwiana with its 'Do Your Thing Better' campaign and Paris' desire to out-communicate rather than out-shout, the ensuing communications battle will be a good one to watch unfold.