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Telecommunications Telstra launches Next G advertising blitz
Telecommunications Telstra launches Next G advertising blitz | Telstra launches Next G advertising blitz |
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| by Alex Zaharov-Reutt | |
| Friday, 21 November 2008 | |
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Page 2 of 2 Telstra says the new advertisements will air over the coming months and will feature a series of scenarios, “for instance using Whereis navigator in the car, and watching cricket while on a camping trip - in which consumers discover that in some places competitors' 3G services are either unreliable, slow or unavailable.”Featured Whitepaper
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The ads will be of 30 and 45 seconds-long each, depending on the ad in question, and they start tomorrow during the Rugby League World Cup final. Telstra’s ads will also appear in Australian cinemas, outdoor advertising, online, print and at points-of-sale. Telstra says that, based on registrations entered on the :Radio Frequency National Site Archive”, it has “almost twice the number of 3G towers provided by the next largest provider”, with Telstra saying it has more than 6500 base station sites. It also promotes the superiority of the 850MHz spectrum “across the full network footprint, providing wider coverage and deeper penetration inside more buildings, car parks, tunnels and lifts”, and promotes Next G’s speed boost from 14.4Mbps to “21Mbps from end of 2008, with plans for 42Mbps during 2009.” The advertisements were written by BWM's Strephyn Mappin and Executive Creative Director, Rob Belgiovane. They were directed by John Curran, known for his recent feature film The Painted Veil. How competitors will respond is yet to be seen, but given Telstra’s competitors are also expanding their networks and in many rural and regional areas use a 900MHz network technology that has many of the same range benefits as 850MHz technology, while offering better pricing, Telstra’s competitors are unlikely to remain silent. But even with 900MHz 3.5G technology which fights with existing 900MHz GSM towers, and a mix of 2100MHz and 900MHz towers across Australia, Telstra’s competitors will have a hard time arguing against the benefits, range and speed of Telstra’s 850MHz Australia-wide network. So, exactly what competitors do to respond in terms of pricing and improving their network performance will be very interesting to watch, and good news for consumers. Still, it would be interesting to know how much all of this advertising is costing, both for the creation of the ads and their airing over Australia over several months, when this money could instead have gone into lowering prices, and letting word of mouth advertising (and the surprise of a Telstra price cut) having arguably the exact same effect in convincing consumers to use Telstra's services. |
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