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Lecture 9

ADM3326 Lecture 9: Telus Case


Department
Administration
Course Code
ADM 3326
Professor
Michael Guolla
Lecture
9

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Use$of$animals$in$ads
Humour$
Analogies
Universal$message
Simple$to$understand$
Tech$is$not$scary
"look"$<>$Telus
Music$<>$situation,$retro
The$idea$is$that$Telus$friendly.$
!
Slogan$"Future$is$Friendly"$
!
There's$an$idea$conveyed$across$many$of$these$executions
Tech$features$for$majority$of$the$ads$
Music$fits$exactly$what$the$animal$is$doing$related$to$the$situation$
Positioning$
Differentiation
Brand$name,$usage$situation$
Awarenesscampaign
Look$and$feel$
Positioning$
The$brand$name$is$front$and$centre
They$are$marketing$on$the$brand$here$is$because$features$of$the$competitors$are$the$
samerogers$and$bell
So$you$want$people$thinking$Telus$is$better$than$the$competitors
This$is$differentiated$because$they$are$all$the$same$but$the$ads$try$to$claim$one$or$the$
other$that’s$the$distinction$here
The$ads$try$to$claim$they$are$central$to$the$category$and$they$are$unique$in$some$
dimensions
E.g.$largest$and$fastest$networks,$more$technologically$advanced,$versatile,$innovative
But$not$so$much$on$a$specific$characteristic$
They$are$focusing$on$connecting$with$the$users$and$not$really$talking$about$the$
product$itself$
Connecting$with$the$target$audience$by$using$emotional$appeal$with$the$animals$
Animals:$monkey,$turtle,$duck,$pigs,$etc.
Would$you$want$to$have$any$of$those$as$pets?
Emotions$evoked:$funny,$friendly,$colourful..etc.
They$are$characteristic$of$the$brand
!
Specific$attribute$tied$in$with$the$actual$features
!
Perfect$visuals$$
!
Source$likability$
The$pets$are$the$source$of$the$message$and$we$like$them
!
They$are$delivering$the$message$here$
!
They$are$like$spokesperson$
!
Where$do$the$pets$fit$in$creative$strategy
Something$very$unique$in$a$campaign$that$we$have$never$seen$in$anything
!
Telus$bought$both$creative$and$the$market$presence$of$ClearNet
!
Animals
Understanding$multiple$executions$of$your$creative$strategy$so$you$get$what$you$are$
trying$to$do$with$your$ad$
The$concept$
Embodied$with$the$slogan$"Future$is$friendly"$
The$creative$ theme$in$this$case$
Brand$image/personality$is$imp$as$Telus$has$similar$brands.$
They$should$continue$with$the$use$of$animals$but$this$time$towards$CSR$aspect$to$help$
the$cause$of$Animals.$
Prof:$reluctant$to$change$slogan$because$its$so$tied$to$Telus$and$other$domains
Lecture'9:'Telus'Case
Thursday,$October$ 8,$2015
1:08$PM
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