Telstra says use of celebrities represents brand’s cultural shift as it rolls out Jessica Mauboy ad
Telstra has rolled out the third in its trilogy of adverts in the ‘we want to be famous for it’ campaign featuring pop star Jessica Mauboy.
The telco’s director of segment marketing Andy Bateman told Mumbrella the campaign, which also features Jimmy Barnes and Magda Szubanski, is about representing the brands cultural shift and the brand’s new commitments to its customers,
The new Jessica Mauboy ad:
https://www.youtube.com/watch?v=Zxp3M6TrwiY
Ah, now I get it (after seeing the Jessica Mauboy ad)
Seeing only Jimmy Barnes version on it’s own, I could never work out why he was flogging Telstra?
I think this is a very average campaign that has totally had it’s message lost. These ads just don’t make any sense and only after reading the article above does it kind of work. What a shame millions of TV viewers won’t read the comments from Mr Bateman explaining what the hell ads are all about.
Isn’t this type of ad just checking out the current Q scores, dropping a bundle on talent in an attempt to buy associated popularity?
Right now I’d love to get Jessica on the phone, maybe she can help me get ADSL to my home.. been waiting 6 months so far. Coverage my behind – the Telstra network certainly aint on and lit up at my house and I’m only 2 hours south of Sydney
Hi savvy z. Please contact me directly at Andy.bateman@team.telstra.com and I’ll do my best to sort your adsl service out.
It’s fantastic to see celebrities endorse your brand Telstra, but I don’t think that they add value to your ‘personalised customer service’ proposition. Your celebrity is trying to take credit for work your service consultants hold, it therefore seems to celebrate the fact that you ‘want to be famous for’ closing the deal rather than being good at selling its features.
“And the tracking suggests that’s what it’s done”.
My arse. Who do you think you’re kidding?
This campaign says the agency has hoisted the white flag. “We can’t think of anything, so let’s roll out some celebs, then reverse-engineer a strategy that sounds vaguely credible. They’ll buy that!”
Yes, they did. And shame on them as it reveals the arrogance and complacency of marketers whose market share is huge. Some serious soul-searching is required, Mr. Buckman. Seriously sub-standard. Opportunities squandered.
And you were doing so well up to now.
I would love a recorded message from Jessica, Jimmy or Magda informing me that Telstra are no longer going to rip me off with a 1% fee on credit card payments over the phone.
I think this is the only company I use that charge me extra.
Woolworths, Coles, Energy Australia, AGL, Myer, David jones and Sydney Water certainly don’t add a cheeky 1% on their bill and them smile at me in ads as they rip me off.