The Old Telecoms Giant for TalkTalk Business, by IAS B2B Marketing

Summary

• Opal Telecom rebranding to TalkTalk Business leveraging parent company megabrand

• Legacy provider BT dominating the market but TalkTalk Business own technically superior network

• Campaign needed to overcome huge inertia and inspire beneficial but unnecessary action

• Engaging, amusing and delivering the strategic messaging to perfection, the Old Telecoms Giant is a truly stunning creative concept and execution.

• Probably the most complex B2B contact strategy ever devised

• Hugely successful campaign increased sales by six per cent

The client company

Opal Telecoms were not a widely recognised brand, but parent company TalkTalk’s brand is huge in home telecoms, so it made sense to leverage this and rebrand as TalkTalk Business. In doing so

TTB intend to become as large as TalkTalk ‘residential’ in three years. This is the ongoing objective for this campaign.

Opal was a young company and had experienced the upheaval of mergers and acquisitions. The staff lacked confidence in the brand so the strategy needed urgently to reflect and remedy this.