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Marketing, advertising & media intelligence

Telecom doubles its data, ups its game

Youtube Video

Youtube Video

According to a recent Commerce Commission report into the telco industry, the number of broadband connections in New Zealand has more than doubled in the past five years and Telecom has around half of the total residential ISP market. But it's aiming to increase that, sweeten the deal its for existing customers and get more people streaming by doubling the amount of data for all Total Home broadband packages for no extra charge. And, as the new 'Why Not?' campaign from Saatchi & Saatchi shows, that means you can download and share to your heart's content.  

The two ads, which were shot by Prodigy's Matt Palmer and feature what could be the fastest line-spitting seen since Busta Rhymes was cool, are some of the first from Saatchi & Saatchi's new creative directors Guy Roberts and Corey Chalmers, whose departure from Droga5 was announced in late February.

And, to show that "you can watch more of what you love online, at no extra cost", it's also created an online time waster called the double data wheel, which offers punters a collection of YouTube videos.

Telecom's been fairly quiet on the advertising front since You Know What and has largely been focusing on the mobile market, the promotion of its new plans and handsets and, more recently, the soon to arrive 4G network. But it's got some work to do on that front: the same ComCom report showed Telecom went from 42 share percent of the mobile market last year to 38 percent, while 2degrees claimed 14 percent share, up from eight percent the year before, and Vodafone stayed put on 48 percent.

It's certainly not taking it lying down, however, as it launched an aggressive comparative campaign taking aim at the speed of Vodafone's network last year.

Youtube Video

 

Credits:

Client: Telecom

Agency: Saatchi & Saatchi

Production Company: Prodigy Films

Director: Matt Palmer

Production Co Producer: Caz Hearn

Agency producer: Anna Kennedy

Creative Directors: Guy Roberts/Corey Chalmers

Creative Group Heads: Slade Gill/Brad Collett

Group Account Director: Cath Bosson

Acc Director: Brendon McLean

Acc Executive: Liz Jones

Planner: Ben Fielding

Digital creative: Slade Gill, Brad Collett, Dave Hunter, Mac Macgaskill

Head of Digital: Haydn Thomsen

Digital producers: Charlotte Whiter/Nick Pengelly

 

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