They say it takes 21 days to break a habit, so will that be the case with people saying Spark Arena instead of Vector Arena? After taking over the naming rights to the arena a few weeks ago, we speak to Spark general manager of marketing Clive Ormerod about putting Spark Arena on the map.
Marketing, advertising & media intelligence
Finding commercial partners is a cost-effective way to reach a wider, or desired audience. When a brand pairing works well, it can garner great results and high engagement. But what makes a good partnership? One brand that has paired wisely and has the results to show for it is Spark. Spark’s general manager of marketing Clive Ormerod talks us through some of the thinking behind its brand alignments.
Spark is continuing to utilise its younger, cooler post-rebrand persona by venturing into target market territory. Its most recent effort is its summer Instagram campaign, developed with its PR agency Sherson Willis, which rewards the most creative fans with credit (or as Spark calls it, 'social currency') if they capture and share Instagram shots (based on trending images on the platform) with the correct hashtag. And halfway through the campaign, the telco has already given away thousands of dollars of credit, increased sign ups and seen a growth in its Instagram following.
Earlier this year, Vodafone changed creative direction with the introduction of an adorable porcine character named Piggy Sue, whose heartfelt story relayed the point that point that 'life's better together'. And now, the red telco has built on the positioning with a new ad that shows the value of mobile technology in keeping people connected through a brief story about a grandfather playing a game of chess with his grandson.
Calculators are useful things. Or perhaps they were useful things before smartphones came along and made them somewhat redundant (unless you pursue a study/career in maths or science, are in highschool or want to write ‘80085’ or '55378008' into the device). But 2degrees is proving other kinds of calculators can be useful, and it’s used its own one which it says reveals Kiwis are paying too much for their mobile, with millions more dollars in savings possible if they make the switch to a different provider aka 2degrees.
The undeniably adorable Piggy Sue has returned to screens once again in a continuation of Vodafone’s brand campaign developed by FCB, this time she’s been recruited as a flanker.
2degrees poised to offer bundled packages and strike up content partnerships following Snap acquisition
Yesterday, it was widely reported that 2degrees had acquired internet service provider Snap for an amount speculated to be between $26 million and $30 million, making it possible for the telco to offer a service that had long been absent from its offering. StopPress chatted to chief marketing officer Malcolm Phillipps about what this means for the company.
Today’s consumers are fickle. It’s becoming harder to find loyal customers who won’t jump ship at the sight of a sweeter deal. They demand more for less, and are more willing than ever to shop around rather than sticking with a ‘preferred’ brand or provider. The telco industry knows this better than most. And you can find out how some of the country's biggest players are dealing with it, differentiating themselves and inspiring customer loyalty and at the MA's next Knowledge Bites event on Tuesday.
In this series, we talk to Kiwi keyboard tappers that have managed to shift from the personal realm of blogging to create online media brands that are widely read (and in some cases profitable). In this segment, we chat to Mauricio Freitas, the founder of Geekzone.
The community of tech aficionados who participate on the Geekzone forums are some of the harshest critics of Telecom. It's interesting to see then the country's largest telco tap into this pool of switched on geeks to help design a new consumer modem it plans to sell to the wider New Zealand.
Ikon Communications has won 2degrees as a client, snatching the number three telco away from its previous partner Carat.
Between 930 and 1230 jobs will be cut at Telecom in a round of cost cutting measures, the company has announced to the New Zealand Stock Exchange. This may be a "necessary evil" for a top heavy company with more than 2870 staff earning six-figure salaries.
Vodafone launches 4G internet in New Zealand, leaving Telecom looking rather silly with its 100-person trials. Includes new TVC featuring Boy star James Rolleston, and a time-travelling DeLorean.
Hundreds of jobs at Telecom are being cut, as the company posts a half year profit to December 2012 of $163 million, up by around 58 percent from the previous year.