Charles Inge
Founding Partner, Creative at The&Partnership
London, United Kingdom
TitleShapes
Agency
Campaign Shapes
Advertiser Carphone Warehouse
Brand TalkTalk
PostedMay 2005
Business Sector Telecommunications Services
Tagline Let's do it together
Story Shapes is the 2nd TalkTalk brand campaign. In it we see groups of people 'coming together' to form shapes representing reasons why people use the TalkTalk landline phone service to talk.
Philosophy In order to provide a strong enough proposition for TalkTalk to overcome the customer inertia associated with changing provider, the CHI Group, recommended re-building the TalkTalk product and business model. In addition to offering cheaper calls, we proposed giving all TalkTalk customers free calls at any time between each other and asking them to grow the company amongst themselves. The ‘people’s phone company’ big idea was launched in April 2004.
Problem In the UK, the home telecoms market has historically been completely dominated by one provider, British Telecom. In no other category has one brand been so dominant. In 2001 the market was de-regulated and The Carphone Warehouse launched TalkTalk as a cheaper alternative to BT.
Media Type Television & Cinema
Length
Market United Kingdom
Production Company
Creative Director
Director
Art Director
Art Director
Creative Director

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