Telstra’s Brand New Future

Telstra debuted its new television commercial,
entitled ‘A Brilliant Connected Future For Everyone’, broadcasted during
the Australian Open men’s singles final on Sunday.

It is the next step in the evolution of its brand which brings
to life Telstra’s vision to create a Brilliant Connected Future for
Everyone. The telco’s rebranding was launched in September
2011.

Telstra Director of Corporate
Marketing Inese Kingsmill said the new brand program reflects the
company’s  unique position and commitment to enriching lives and helping
Australians to connect, “Telstra has been part of the fabric
of Australia for over 100 years and exists to connect people to the things that
are important to them.

“We are committed to ensuring our
customers benefit from an experience supported by some of the most innovative
tools, smart systems and some of the most advanced applications available. We have Australia’s largest and most reliable mobile network, covering
more than 99.3% of the population and more than 2.3 million square kilometres
of the landmass,
with our 4G services now covering 85% of Australians.

“We believe that connection is a
basic human right and no-one should miss out. We will continue to help
students, businesses, families, innovators, friends, older Australians and
those who require special assistance get connected and stay connected to build
a better future.”

The new broad brand marketing program
is showcased in a new digital hub at www.telstra.com/countmein.

The hub includes examples of
connections enabled by Telstra across a range of topics from network
innovation, to music and small business to community.

DDB
and Interbrand were the creative leads on the brand marketing, evolving the
brand identity and helping to create the television commercial and online
films, digital advertising and online banners.

R/GA
also collaborated on the digital components.