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BDFL - Memuneh
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  # 267170 27-Oct-2009 11:38
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And this is the official press relelase sent out now:


No actors were harmed in the making of this Telecom ad

Telecom’s new brand campaign screened for the first time on television this week and not a single actor appears in the advertising.

The campaign is based on the premise that inside every New Zealander there is a spark - which may be a hobby, a dream, a love or a commitment to a cause. 

Everyone starring in the ad is a real New Zealander who has a spark, and this will form part of a wider communications campaign over the coming months.
 
“The campaign celebrates the sparks or passions that make these regular New Zealanders shine,” says Craig Herbison, Director of Marketing and Brand.

“Some of their sparks are big, some are small. Some are simply extraordinary, others extraordinarily simple.”

One of the people featured is Bryan whose passion is mountain hiking and skiing; he recently climbed Mt Ngaruhoe and has a dream to climb Mt Everest.

Another is Alana, who has developed a love for making piñatas. She started making them as a hobby for parties and has now created a wide range of styles and is selling them at craft shows.

“Telecom’s new brand is less focussed on our wires, technology and networks, and is more about our customers and their lives. So it made perfect sense to use real people rather than fictional characters and actors for this campaign,” says Craig Herbison.

“The role of Telecom and our services is to simply work behind the scenes to help our customers be themselves and live their lives.”

For more information on the Kiwis featured in the campaign, and the group of local artists who helped illustrate their individual sparks visit lightofmine.co.nz





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  # 267190 27-Oct-2009 12:17
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Well Im glad Im not the only one that thinks this ad is dumb.

Would be a really good ad if Telecom was an electricity company!

The vodafone ad is good because it actually contains PHONES...


I must say I like the new blue colour, but think the new logo is dumb too

My disclaimer : Yes I am extremely anti Telecom, no I am not a current customer of telecom, and no the new logo and ad campaign has not done anything to change the way I view Telecom.


 
 
 
 


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  # 267230 27-Oct-2009 13:30
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IE8 users must not shine so much




Ray Taylor
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  # 267309 27-Oct-2009 16:09
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I passed on your feedback. Let me know if it hasn't been fixed yet!

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  # 267370 27-Oct-2009 18:16
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Wish the Telecom's feel good Nationalistic ad matched Telecoms reality, especially when it comes to the hiring of lines workers, getting an ozzie company to do manage the work and importing workers, in stead of regular New Zealanders.

I search for "Craig Herbison, Director of Marketing and Brand." on Telecom's website, there is no reference to this guy. He must not be very important to not be mentioned on the Telecom website.
His quote "Telecom?s new brand is less focussed on our wires, technology and networks," Yeah, don't look at the way Telecom manages it lines contractors, those workers fighting for there jobs are not getting good sparkie kind of deal.

Their ad is a total distraction to the reality of Telecoms business actions.
It's a new brand but your cant make a silk purse from a pigs ear, it's still the old Telecom.



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# 267372 27-Oct-2009 18:19
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hellonearthisman: I search for "Craig Herbison, Director of Marketing and Brand." on Telecom's website, there is no reference to this guy. He must not be very important to not be mentioned on the Telecom website.


How many companies you list all employees on a public website? And you didn't search on Telecom's site, you searched on a third party website (custhelp.com).





 
 
 
 




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  # 267410 27-Oct-2009 19:13
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freitasm:
hellonearthisman: I search for "Craig Herbison, Director of Marketing and Brand." on Telecom's website, there is no reference to this guy. He must not be very important to not be mentioned on the Telecom website.


How many companies you list all employees on a public website? And you didn't search on Telecom's site, you searched on a third party website (custhelp.com).


Most companies list there Directors on their websites and it looks like all Telecom's searches take you to cutomer help, which doesn't help.

I think they are trying to pull the wool over our eyes,  distracting from all there other many faults and the long delayed court cases that they have.  It's a waste of millions of dollars in an attempt to change the mind set of it customers, who will end up paying for it all.

Looking into Graig Herbison, I see he was the one that left out key information when Vodafone got into trouble for their misleading advertising.  http://www.geekzone.co.nz/content.asp?contentid=7049

I don't think he left any detail out of the new ad,  as it didn't contain any details.





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  # 267411 27-Oct-2009 19:17
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You go here and you can see Telecom's directors, board, director of ethics, etc. These are the important people, the ones that give the company directions.

Everyone else is just there to work so I can't see why anyone expect everyone to be listed. I seriously think it's just an excuse to "hate Telecom".






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  # 267413 27-Oct-2009 19:24
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hellonearthisman: I think they are trying to pull the wool over our eyes,  distracting from all there other many faults and the long delayed court cases that they have.  It's a waste of millions of dollars in an attempt to change the mind set of it customers, who will end up paying for it all.


So they are in good company then. Vodafone got slapped with some ComCom investigation just this week.

My point is that any company will have bad and good things. People like to see bad things only. I personally believe no company is out there to be bad. People are not there to be bad.

They don't aim at making bad business processes to annoy you specifically, hellonearthisman.

What happens is communications breakdown. Companies get too large. People don't know what to do. Things don't go as planned. But don't tell me companies want to be mean and bad.

hellonearthisman: I don't think he left any detail out of the new ad,  as it didn't contain any details.


But that's the thing. This is an institutional ad. It's not advertising product. It's an affirmation. It's not advertising prices. It's an image projections. It's not advertising services.

I am start to think that while people that work for companies (any company) don't necessarily want to be evil, people who are on the consumer side on the other hand...






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  # 267428 27-Oct-2009 20:08
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Wasn't that Comcom investigation into Vodafone, relating to things that happen when Craig Herbison was working for Vodafone as marketing boss?

On topic: Honestly the new ad is just a propaganda movie.



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# 267439 27-Oct-2009 20:38
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hellonearthisman: On topic: Honestly the new ad is just a propaganda movie.


Of course it is propaganda: "Propaganda is neutrally defined as a systematic form of purposeful persuasion that attempts to influence the emotions, attitudes, opinions, and actions of specified target audiences for ideological, political or commercial purposes through the controlled transmission of one-sided messages (which may or may not be factual) via mass and direct media channels"

Any institutional advertising is propaganda.





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  # 267442 27-Oct-2009 20:43
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hellonearthisman: 
On topic: Honestly the new ad is just a propaganda movie.




That’s a little harsh don't you think? As with most companies I'm sure Telecom's marketing department value the Telecom Brand and want to create some sort of connection with their customers. 

Propaganda is a word I would expect to see in context with a certain German (well Austrian actually) politician, not a Company operating in a free market economy such as New Zealand.

My views on Telecom are well know around GZ, as are your's, but I think you have taken this in a direction that we don't need to go.




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  # 267445 27-Oct-2009 20:48
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nzbnw: My views on Telecom are well know around GZ, as are your's, but I think you have taken this in a direction that we don't need to go.



While everyone is entitled to their own opinion, I resent the fact that people come here to "hate". So I agree, this is not a good direction.

Most people that "hate" Telecom don't even know why. Just because it's "in" to hate Telecom. Other day I posted in my Twitter that I had installed Norton 2010 on my mini laptop and someone replied "Norton? Eeeek". I asked if he had ever used any Norton product and he said "No, never". So how can he say "Eeeeek?"...


nzbnw:
hellonearthisman: 
On topic: Honestly the new ad is just a propaganda movie.


That’s a little harsh don't you think? As with most companies I'm sure Telecom's marketing department value the Telecom Brand and want to create some sort of connection with their customers. 

Propaganda is a word I would expect to see in context with a certain German (well Austrian actually) politician, not a Company operating in a free market economy such as New Zealand.


While "Propaganda" in itself is not associated with a specific period or party, I will have to lock this thread because someone just invoked Godwin's Law.






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