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

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.

VIEW THE SPOT

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

Audio Post: Liquid