Fishy business at Telecom as Reynolds puts out a new line
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.
Gregg
June 3, 2010
Great peace offering but here's what I think of the ad: http://j.mp/BLYW
J-Rex
June 3, 2010
This makes me feel worse about Telecom than the XT crash ever did. All that brand needed was a full-page apology letter in the herald and a promise to pull all advertising spend until the problem was sorted. Bump up spend in social media to create a responsive interface for disgruntled customers to air their issues and get their problems dealt with at an individual level. How was this allowed to happen? Who convinced who that this was a good idea?
Mike
June 4, 2010
I think it'd be absolutely awesome if the camera panned around to show the orchestra he'd helicoptered in to accompany his fishing. Or if his butler walked in to serve him a lunch of roast baby Kiwi.
Sylvie
June 4, 2010
Yeah, they made mistakes on XT … and I suppose they've got it sorted now … and maybe people will give them another go …
BUT if I were Reynolds I wouldn’t pat myself on the back just yet. If the rest of their network and service offering even vaguely resembles my recent experiences … they’d better start ordering Teflon suits, instead of paying for feel-good ads.
By way of explanation: I’m a Telecom business customer, currently already two weeks without a functioning line (phone & internet). I can only make calls on my mobile (which, by the way, they won’t refund because I’m on another network). After 5 days they finally lent me a data card which affords internet access for one user. Oh, and after a string of promises that the cable fault will be repaired, they now can’t tell when the problem will be fixed "but it will be as soon as possible”. The Chorus guys in the street aren’t surprised the network is in tatters… it's antiquated.
But hey, maybe the Government will pay for that.
Since fishing resonates with Telecom, I’m tempted to deliver them a trailer load that was caught the last day I had a line. It might just stink as much as the service I’ve received during that time.
Don Hope
June 9, 2010
Surely a contender for worst TV ad of the year
Casey
June 10, 2010
My husband and I had to chuckle when we saw the ad…it was like…"aaah, so that's where he's been while all the crap's been tumbling down around his networks ears" – GONE FISHING