TalkTalk has unveiled a brand refresh, redesigned digital platforms and new marketing campaign as it steps up its challenge to the Wi-Fi industry.
The refreshed identity, led by a revitalised palette of electric green and shocking pink rolling out across September, is designed to stand out in a crowded market and reflect the Salford Quay’s based brand’s focus on customer experience. The updated look is already live across a newly designed website, with a refreshed self-service app due later this month.
Launching nationwide today, the “Now you’re TalkTalkin’” campaign aims to drive brand awareness with a playful twist on a familiar phrase, designed to encapsulate the Wi-Fi performance and experience customers can expect. The work spans social, video-on-demand, outdoor and audio, with creative, media planning and buying, and the brand refresh from mFuse, part of the T&P Group.
Directed by Tim McNaughton and produced by Arts & Sciences, the first film plays on a steamy late-night apartment scene where things don’t turn out quite as expected.
A second spot offers a quirky take on The Princess and the Frog, where the “happily ever after” isn’t what viewers might think. In both, the reveal is “surprisingly better” — a nod to TalkTalk’s Wi-Fi positioning. Social and audio partnerships will build familiarity with the ‘Now you’re TalkTalkin’’ endline, tying it to everyday moments that smash expectations.
Behind the scenes, TalkTalk has begun migrating the first customers to a new customer management platform built with Kraken Technologies — the operating system “revolutionising global utilities.” The move brings the telecoms provider onto a single universal model aimed at simplifying service for customers and colleagues, enabling support teams to resolve issues at a single point of contact. A new proposition focused on in-home Wi-Fi performance and reliability is also expected later this month.
Susie Buckridge, CEO of TalkTalk, said: “We’re returning to our challenger roots, focusing on what our customers want which is simply reliable Wi-Fi without the jargon and the fuss, at the right price. At the same time, we are challenging ourselves to find ways to better serve our customers and to make Wi-Fi easier for everyone to understand.
“Our new look website, strengthened by our brilliant new-look brand and engaging marketing campaign, are just the beginning of our journey and signal our intent to continue to shake up the industry on behalf of our customers. The campaign supports TalkTalk’s development of an improved digitally enabled customer service offering, differentiating ourselves in a staid market.”
Amy Gilbert, Marketing Director, TalkTalk, added: “We’re reigniting our brand with a vibrant look and feel and feisty tone of voice, to stand out, signal change and resurrect our challenger spirit. Our objective was to get TalkTalk back on the radar, but without the deep pockets of our competitors, we needed to do something that would cut through and get people talking about TalkTalk again.
““Now you’re TalkTalkin’” does this brilliantly: it’s memorable, it’s repeatable, it’s unmistakably TalkTalk, and it reinforces the strength of our Wi-Fi offering. It’s one of those rare, special ideas that works on every level and sets us up perfectly as we plan to shake up the market and invest in a transformative customer experience.”
Mark Newnes, Managing Director, mFuse, T&P Group, said: “As the original challenger in its category, it has been fantastic to bring TalkTalk back into view with all the fun, vibrancy and relatability of its roots. TalkTalk is back, and back with big ambitions. The impact, simplicity and versatility of the ’Now you’re TalkTalkin’ platform matches that ambition as the business looks to the future.’”
