TalkTalk (www.talktalk.co.uk), the biggest provider of broadband to Britain’s homes, is launching a major new advertising campaign positioning it as Britain’s brighter phone and broadband company.
The seven-figure campaign comes in the wake of TalkTalk’s acquisition of Tiscali, which was announced in May. The combined TalkTalk Group will have over 4m customers, making it the biggest residential broadband company in the UK.
A press and outdoor campaign breaks on 5th July with TV to follow. TalkTalk’s ad agency, CHI, developed the creative and bought the media. Thewww.talktalk.co.uk website will also be redesigned in light of the new creative and positioning.
The visually arresting creative features words and images created by ‘light graffiti’ set against night-time backdrops across Britain, including Whitehall, Primrose Hill, Brighton beach and Canal Street in Manchester. The campaign provides a more mature position for the TalkTalk brand, portraying its brightness and optimism whilst establishing the company’s stature and Britishness.
To launch the new campaign, TalkTalk has produced a manifesto outlining its bright ideas for providing better value phone and broadband, focusing on keeping customers’ bills low, making their lives simpler, and delivering the highest performing connection, which 90% of customers rate as better than other providers.
Olivia Streatfeild, marketing director at TalkTalk, said: “Customers are looking for a phone and broadband company that gives them great value and outstanding service. Our new campaign focuses on the bright ideas we already have – like free local calls for millions of our customers, ensuring your family is safer online, and making our Essentials package the richest in the market – and underlines our intention to keep innovating in these areas over the coming months.”
Warren Moore, creative director at CHI, said: "TalkTalk is a company full of bright ideas to save you money on your phone and broadband and make the experience as brilliant as possible. We needed to find a truly exciting and energetic technique to do this justice. We're capturing light in many different ways to stunning effect for TV, print and online. Ben Stockley, our print photographer, and Noah Harris, our director, have made this campaign really come to life."
Creative Director: Warren Moore
Creative: Tom Skinner
Creative: Rick Standley
Photographer: Ben Stockley
Light graffiti artist: Michael Bosanko
Ben Clark: Agency TV Producer
Director: Noah Harris – Blink Productions
Producer: Andrew Studholme – Blink Productions
Post Production Supervisor: Hector Macleod – Glassworks Post Production