Opal takes on the old telecoms giant with IAS
15 December 2010
Opal, the UK's most advanced communications technology provider, has launched a bold new creative campaign with the help of IAS b2b Marketing that will see the B2B division of the TalkTalk group fearlessly take on the industry’s ‘old telecoms giant’ with its ultra-modern ‘next generation’ technology.
"The world of business communications has historically been so
fraught with problems that businesses have begun to accept the
inadequacy of 'legacy' networks as the norm," explains Paul
Higgins, head of central marketing at Opal. "While technology has
moved on infinitely, business users are stuck using the same
networks that they were 20 and, in some cases, 100 years ago, and
that's holding them back.
"However, our Next Generation Network has been created to support
businesses' communication needs now and in the future. But
convincing businesses that have an understandably negative
perception of telecoms is a real challenge, which is why we engaged
IAS to develop a creative campaign with clout."
And IAS responded with the 'Old Telecoms Giant' (OTG) - Opal's
antithesis, which epitomises everything that is wrong with legacy
telecoms and communications networks. Without a windy telephone
cord or tin can 'telephone' in sight, OTG is undoubtedly the most
exciting bit of creative work to hit B2B telecoms in years - or
perhaps ever.
Reuben Webb, creative director at IAS, said: "OTG neatly shows up
those network providers who are struggling to cope with delivering
tomorrow's technology requirements at affordable prices, have lost
touch with customers and are yet to emerge from the dark
ages.
"This gives us a creative platform that is contextual, positively
different and multi-dimensional, allowing us to deliver a
convincing and engaging campaign across a complex segmented
audience that will echo Opal's message loud and clear: it's time
for businesses to let OTG retire and look to the future with Opal's
Next Generation Network."
Nikki Poyser / Sarah Muckle
Tel: 01625 578578
Email:
nicola.poyser@iasb2b.com
/
sarah.muckle@iasb2b.com