The more things change, the more telcos will be talking about their role in the future. The recently rebranded Spark has been trying to convince Kiwis to never stop starting. But back in 1991, a quintessentially post-modern poster series by Mark Adams for Telecom was all about how fax machines and cell phones helped keep people in touch, 'from yesterday until tomorrow'.
Marketing, advertising & media intelligence
Following its identity change on Friday, Spark released its first ad campaign over the weekend. Dubbed 'never stop starting' and created by Saatchi & Saatchi NZ, the campaign's first 60-second TVC brings the imagery used in the teaser posters to life by featuring a protagonist walking toward and talking to the camera. As the ad progresses, the actor takes on a variety of different characters and speaks about the importance of starting anew.
With Spark livery freshly stamped over those of the corporate we used to know as Telecom, the organisation is expanding its Givealittle fundraising platform from charity to individual projects. Spark My Potential will pick out some of the projects listed on Givealittle and give them crowdfunding coaching and in some cases match pledges dollar for dollar.
From 'walking back slowly' to 'winning in the new world': Jason Paris and Jo Allison on the Spark strategy
27 years ago, Telecom was given its name. Today it's officially giving itself a new one. As one of the country's biggest ever rebrands rolls off the production line, we talk internal enthusiasm, teaser campaigns, customer sentiment, competitive responses and man-hole covers with Spark's general manager of home, mobile and business Jason Paris and Spark Digital's general manager services and solutions Jo Allison.
As Telecom poises to jettison its three-syllable moniker for the punchier Spark title, it's worth looking at Vodafone's 1998 rebrand that saw the company change its nationwide identity almost overnight, a move that is today considered by some as one of the best examples of rebranding in the nation's history.
Telecom and Designworks unveiled Telecom's new spark logo in 2009, and the move to fully rebrand as Spark—and change the orientation of the business from home phones and dumb pipes to a technology company and business enabler—has been out in the open for a few months. But now it actually has to make the change, and it's taken the first, very symbolic step by removing the name from its HQ in Auckland.
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Telecom has announced that it will emerge as Spark on 8 August. But the powers that be say the new name is just one aspect of the company’s transformation into “a confident, forward-looking technology company”. In an edited version of an article originally published in the May/June edition of NZ Marketing, Ben Fahy looks at the thinking behind one of the country’s biggest-ever—and most controversial—rebrands and the important role chief operating officer Jason Paris played in the process.
Ever since Telecom was legally precluded from using the ShowmeTV name, the industry has been curious as to what moniker would be introduced as a replacement. Since that debacle three months ago, Telecom’s digital ventures (TDV) unit has been very cagey about releasing any further information about its online TV offering. But now that all has been revealed, we sat down with head of programming and local content Maria Mahony to find out more about what Lightbox offers.
Telecom has revealed its new online TV serviceLightbox, offering a 30 day trial followed by a $15 per 30-day charge on signup.
Sky TV plans to increase its digital offering before the end of the year with the introduction of a subscription video on-demand service (SVOD), which will stand alone from Sky’s pay television services and be available to both Sky and non-Sky customers. This announcement comes shortly before Telecom is expected to announce the release of its SVOD services. So who will become the Netflix of New Zealand?
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Moves and shakes at Telecom, MediaWorks, Augusto, Pitango, Lassoo, Boyd PR and L’Oréal.
In a move that could cause a slight tinge of Orwellian panic in some, Telecom Digital Ventures (TDV) has confirmed that it is trialling a SmartHome prototype called DigiLife to determine if it has a place in the Kiwi market. Headed by Will Farrell-Green, the DigiLife team will over the next month monitor 20 to 30 Kiwi homes using the technology.
When Telecom unveiled ShowMeTV—a name that was ditched shortly afterwards—it was billed as the Netflix of online television in New Zealand. And now, in a seeming effort to create the Netflix of online gaming, the telco is launching a cloud-gaming streaming service called Aircade.
While Telecom finds itself in identity limbo and as 2degrees makes its first foray into the high-value business-owner market, Vodafone continues to sit atop the Kiwi telco pile as the network with the most active users. So, following Sunday’s release of Vodafone’s bowl cut TVC featuring James Rolleston, StopPress had a quick chat with the red network’s consumer director Matt Williams on the company’s consistency in an increasingly diversified and competitive market.
Andrew Hawley won his first piece of business—Telecom's youth-focused mobile brand Pulsate—in 1999 when he was still at design school at Massey University in Wellington. 15 years on and the executive creative director and managing director at 72-strong "digital experience agency" Touchcast is still working with his foundation client, albeit in a much larger capacity, as well as with a number of other big Kiwi companies that have been drawn to its attractive combination of speed and quality. He tells us how that panned out and what makes the full service digital agency tick.