Is Ultra-Mobile the Next Big Thing?
In the biggest shift in its branding since the adoption of the spark logo, Telecom NZ has unveiled a fresh, colourful new identity through the launch of its new mobile category brand, Ultra Mobile.
Developed with agency partner Saatchi & Saatchi, the new-look advertising signals a departure from the telco’s familiar blue branding to the adoption of a bright new six-colour palette – intended to signal substantial transformation and broaden the appeal of its communications to a wider audience.
Saatchi & Saatchi’s Executive Creative Director Antonio Navas described the rationale behind the move to multi-colour: “All of the great changes Telecom has been making to its products and services over the last year have given us a strong creative mandate to come out in a bright and bold new way.”
“I wanted the spot to be a vibrant visual expression of the metaphor of change; a gorgeous celebration of colour, vitality, technology and creativity,” added Director of The Sweet Shop, Dylan Pharazyn.”
As well as the change in visual identity, the brand has undergone a real shift in the tone and targeting of its communications too, as evidenced by the campaign’s large-scale outdoor and digital executions, and the playful feel of new TV Ads.
Kellie Nathan, who led the project at Telecom said, “The spirit of the new work is a reflection of the changes we’ve made internally and the business’s ambition to connect with a younger, mobile savvy, audience.”
Ben Fielding, Saatchi & Saatchi’s Business Director on the Telecom account added, “This is not just about a new logo, it’s about injecting energy into the brand and launching Ultra Mobile with a large dose of substance. We needed the work to feel fresh but also be absolutely single-minded about what Ultra Mobile is: data-rich plans and packs, free 4G upgrade for everyone, and 700+ free WiFi hotspots across the country.”
Client: Telecom New Zealand
CMO: Jason Paris GM Brand, Comms & Digital: Kellie Nathan
Comms Team: Arnna Conroy, Daimler Teves.
Agency: Saatchi & Saatchi New Zealand
Executive Creative Director: Antonio Navas
Creative Director: Slade Gill
Creative Group Head: Brad Collet
Creative Team: Aryna Karaitiana & Phil Hickes
Brand Planner: Janisa Parag
Business Director: Ben Fielding
Account Team: Brendon McLean, Rachael Williams, Kate Taylor, Michael James
Agency Producer: Jane Oak
Production Company: The Sweet Shop
Director: Dylan Pharazyn
Producer: Larisa Tiffin
Post Production: Jon Baxter / Perceptual Engineering
Editor: Michael Lonsdale
Music: Original Composition: American Authors ‘Best day of My Life’
Audio Post: Liquid
Click for Ultra Mobile