Ultra Mobile launches a vibrant new Telecom via creative agency Saatchi & Saatchi New Zealand

UltraMobile_2.jpgIn 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.
Says Saatchi & Saatchi's executive creative director Antonio Navas on 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."

Adds Sweetshop director, Dylan Pharazyn: "I wanted the spot to be a vibrant visual expression of the metaphor of change; a gorgeous celebration of colour, vitality, technology and creativity."
 
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.
 
Says Kellie Nathan, who led the project at Telecom: "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."
 
Adds Ben Fielding, Saatchi & Saatchi's business director on the Telecom account: "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

10 Comments

So... said:

...you made the logo in different colors and wrote a press release about it?

(sfx: slow clap)

lovemarks said:

Without even seeing this, I can tell this is going to be another shit telecom ad.

Hold on a sec said:

Title says 'creative ' agency. I guess they mean creative choice of bad song.

Why? said:

Why??

So many questions. said:

1. What happened to the turtle?
2. What happened to the frozen people?
3. What happened to the idea in this latest ad?
4. This the 3rd brand campaign this year. How come you have so much money to change your brand positioning every few months? ?
5. How many other brand campaigns have you made this year that haven't seen the light of day?
6. Did you have a good time taking mushrooms out in the Riverhead forest and setting off smoke flares and bouncing ball.

Straight up said:

ugly.

Welcome to the year 2005. When doing shit with colours was in.

james said:

bring back the turtle. this is poo.

Mike R said:

Who wouldn't have a good time taking mushrooms out at Riverhead and setting off flares? Ever thought that maybe you shouldn't be in a creative industry?

Phil said:

have the mushies sprouted?

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