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Ultra Mobile Launches Vibrant New Telecom

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Saatchi & Saatchi NZ spot directed by The Sweet Shop’s Dylan Pharazyn

Ultra Mobile Launches Vibrant New Telecom

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 Sweetshop Director, 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.”


Credits


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

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Categories: Utilities, Mobile phones

Saatchi & Saatchi London, Tue, 08 Oct 2013 19:05:06 GMT