Ever wanted to sing for your ride home?
Filed under: customers, innovation, lifestyle, trends
Telstra is coming up with ways of encouraging people to take another look at our brand, to change their perceptions of it and cast it in a contemporary, more dynamic light.
So, this is the start of a wonderful new way of doing things, that will stand out from the crowd and complement our ‘normal’ marketing activities.
Take a look at the video to check out our very own fleet of Cabbie-Oke™ cabs. They are rolling karaoke rooms, complete with disco lighting, crazy songs, a dance floor and video cameras to record the fun. You can see some of the results at cabbieoke.com.au and both bands and video voters are able to enter competitions to win great weekly prizes.
So far we’ve had a great response to Cabbie-Oke, and (as you’ll see from the 65+ videos on cabbieoke.com.au) a whole heap of very enthusiastic performers. Look out for the attention-grabbing blue and pink cabs on the streets of Sydney and Melbourne on Friday and Saturday nights and let us know what you think.
I’m certainly looking at the brand differently – just not sure what I’m supposed to be seeing. No arguments here – I like to belt out a tune as much as the next tone-deaf commuter, but I’m trying to figure out where this is telling me the brand is heading.
M, I agree. The money would of been better spent on improving customer service.
I believe a more critical element is to have a consistent brand rather than always changing. That will help customers understanding what Telstra stands for. With the chopping and changing no-one knows.
Suggest youlooking at the consistent branding of the likes of Apple, Vodafone or Optus.
M thanks for the comment. Cabbie-oke is one of the new ways we are approaching our marketing to provide experiences which are fun and memorable focussing on meeting people and conversing with them where they are. To date we have been getting good feedback from people who have been able to be part of the Cabbie-oke experience.
Chantal,
no arguments that the experience would be fun and memorable, but I couldn’t get the tie in with ‘meeting and conversing where you are’ from the pitch. Possibly experiencing the Cabbie-oke first hand will give a clearer connection – and if that’s the case, I can’t wait to have a sing! I’ll give you one thing – it was unexpected, and certainly a lot more creative than I’d come to expect. well done on that front.
Mr Brand – I have to agree with that as well – customer service is one of the biggest focuses for us as customers, but I can also see the need for Telstra to continue in it’s efforts to build and evolve its marketing image. A good balance is the best we can ask for.
Cheers,
M@ (Mat)
Cabbie-oke is great! Everybody inner city is raving about it…
One tech-blog thinks that there’s a better way for the company to change its image:
http://link.brightcove.com/services/player/bcpid42757772001?bctid=68775960001
Not sure I agree, but had to laugh…