Browsing: Telecom

News
Telecom strokes patriotic egos, tugs on heartstrings and gets back in the brand space
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Much like watching an All Black return from injury, the marcomms sector always keeps a very close eye on the communications work of companies that have recently suffered some kind of PR crisis. Certainly, when Telecom’s Paul Reynolds came out in his waders in Glenorchy after the XT debacle with an apologetic number asking New Zealand for forgiveness, opinions on whether or not this was appropriate spewed forth. Since then there have been plenty of ads promoting specific deals and products (sadly, the on-air proposal didn’t really work out either), but Telecom and Saatchi & Saatchi now appear to have resumed normal branding transmission with the release of a beautiful new TVC (by Prodigy films), print campaign and positioning statement ‘From here we can do anything’.

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At the marcomms altar we bow down and give thanks to…
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…new PR accounts, the success of an ex-Telecom employee, an attempt to inspire some enthusiasm for the local body elections, New Zealand’s biggest free concert, digital braaaaiiinnnnns, the dynamic international retail market, MTV keepin’ on truckin’ (kind of), the country’s most popular tech websites and videos of tiny humans.

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Going digital: boffins’ brains picked on how to get organisational buy-in
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The humans are digitising. And the adspend is following suit. Hell, you can even get fridges that connect to the internet these days. So, given that it’s still considered by many to be a rather intimidating, mysterious realm, it’s not surprising to find that the marcomms community can’t get enough of that educational digital stuff. As such, the Marketing Association/Jericho’s Brainy Breakfast gathered together a few of the country’s successful digital exponents to offer some of their insights and tell marketers how they can convince their corporate gatekeepers to fully embrace digital marketing.

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Fishy business at Telecom as Reynolds puts out a new line
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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.

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Adshel and Telecom embrace the great outdoors
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Walk around any major New Zealand urban centre and you’ll probably notice a host of strange tardis-like constructions emblazoned with large white squiggles. Some call these relics from another time ‘phone booths’ or ‘payphones’ and, as a result of the rampant onslaught of technology, they are becoming increasingly irrelevant. But, as they’re typically situated in the most convenient locations, they’re also extremely visible. And where there are eyes, there are often advertisers. Enter Adshel, which has struck up a deal with Telecom to use its national network of 3,700 payphones as a new form of out-of-home media. 

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Vodafone’s cheeky wee number deemed February’s best
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Not surprisingly, Telecom has been on the receiving end of a few XT related barbs in recent times. But not just from consumers. Its competitors have also been very happy to oblige with a few barbs of their own. And this cheeky wee number from .99 for Vodafone was deemed good enough to take the NAB newspaper ad of the month title for February.

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Trade Me some XT, please
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While not every Telecom XT user will be seeing the lighter side of the  problems that  have plagued the network and its users, one cheeky Trade Me user has decided to put the network up for sale.

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ASA gives split decision on dueling telcos
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The Advertising Standards Authority has given Telecom a smack on the hand, partially upholding a complaint that was laid by its feisty new competitor 2degrees about misleading advertising in its XT brochures.

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Pistols at dawn for Telecom and 2degrees
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2degrees Mobile has given Telecom a gloveslap and is set to lodge a complaint with the Advertising Standards Authority over two newly issued Telecom brochures because it believes the claims are “misleading and deceptive”.

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Bright sparks make Telecom shine
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After successfully polarising the nation on its new “self-expressive” logo, Telecom has delivered with its new TVC, featuring eight everyday Kiwis, whiz-bang graphics and a bright, positive attitude.

Several graphic and multimedia artists created original artwork to help illustrate the ‘heroes’ and what makes them spark. The images are effectively …

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Rapp rapt with Echo awards
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Rapp NZ took a couple of trophies home from the International Echo Awards in San Diego last week.

It won silver in the financial section for ANZ’s ‘GettingUthru’ campaign, which consisted of asking students to send in their dollar-saving tips by email or YouTube. Students were further targeted with …

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New Telecom logo meaningless
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Starburst, snowflake, asterisk, abstract wires? Your guess is as good as ours in describing Telecom’s new logo, designed by Designworks.

“What we are saying here to people is that this is all about you. It is literally whatever you want it to be. This is about self-expression,” says Telecom …

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Mitre 10 ‘sandpit kids’ NZ’s fave ad
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The Mitre 10 ‘Sandpit kids’ ad has been voted by the NZ public as the Best Ad in Fair Go’s annual ad awards. It crunched the competition in the votes it received (view the nominees list here). Its five-year-old stars, Ruben and Benjamin, truly stole the show and won …

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The latest on TiVo, Twitter and more
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Fresh biscuits from The Media Counsel: Is the TiVo and Telecom tango an exclusive dance? Can Twitter get into the black? Who is NZ’s Donald Trump? Aussies clamp down on greenwashing. Read the pdf MediaMonitor 21-September-0The hunt is on for NZ's Donald Trump for The Apprentice Kiwi-style …

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TiVo deal: it all depends on content
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The TiVo deal is a biggie for Telecom and TVNZ/Hybrid. But are the two big boys bullying customers into buying boxes for their own boon? We put some questions to Richard Betts, technology expert and Tone magazine contributor; and to Michael Carney, media supremo at The Media Counsel.

Why …

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Shock, horror – Aussie telcos tell the truth
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Three top Australian telecommunications companies have promised to be more truthful in their advertising. What a novel idea.

In an effort to stamp out dubious and misleading claims in the telco industry, Telstra, Vodafone and Optus have assured the Australian Competition and Consumer Commission (ACCC) that they will improve their …

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TiVo does deal with Telecom
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Telecom and Hybrid TV, the exclusive licensee of TiVo products in NZ and Australia, have struck a mighty deal – but only for Telecom broadband customers.

From November they can download all the movies and shows they want from the TiVo media device without paying more for their monthly data allowance …

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EFFIE finalists announced
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The NZ EFFIE Awards finalists have been announced. Coming up trumps this year is DDB with 10 nominees. Colenso BBDO has nine but counting entries by Clemenger BBDO and Colenso & AIM Proximity makes the group total 14. Saatchi fares well with nine offerings in the ring. There are also multiple …

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