It seems the XT mobile wounds are starting to heal: Paul Reynolds, Telecom’s chief executive (and, more recently, its main punching bag) has fronted up on camera, admitted a few mistakes and asked Kiwi consumers to give the telco another shot. And the new campaign marks the resumption of full XT Mobile marketing activities after a fairly long period of apologising and wound-licking.
Obviously, Telecom is fairly confident the issues with its new network are sorted, so much so that Reynolds (vocal doppelganger alert with Coronation St’s Tony Gordon) has obviously been able to put his feet up, head down to Glenorchy for a holiday and get his fish on in the spot made by Chameleon TV (which also made the new Chorus ad).
To even out the soaring strings (that make you want to cry), the epic aerial vistas (that will make the cynics and shareholders wonder how much it cost to make) and slow motion glamour shots (that show Reynolds’ sensitive nature loving side), he even shows a bit of self-deprecating humour at the end. Look out Rob Fyfe. The camera loves this chief executive too. And he’s on your tail. Although it would be rather time consuming to respond individually to all Telecom’s recent detractors.
To entice the ‘pick yourself up by the bootstraps Kiwis’ to give XT another chance, Telecom has introduced a customer-friendly 30 day risk free trial. And the launch of this trial will be supported by a campaign featuring a range of Telecom team members from across the country.
Customers who sign up to an eligible 24 month plan when purchasing any XT mobile or Mobile Broadband T-Stick, will be able to return the product for a refund within 30 days if they are not completely happy with their XT experience.
Telecom head of mobile marketing Liz Wilson says the company thinks of it as a chance to prove ourselves to the customers and earn back their loyalty.
The trial is available to both individuals and small-medium businesses, as well as to Telecom CDMA network customers upgrading to XT and new customers to Telecom.
Of course, there are a few asterisks included the deal. Full terms and conditions are available at www.telecom.co.nz.