ARt direction — Copywriting — creative
Accenture’s Account Based Marketing Team (ABM) for ANZ needed a campaign they could use to talk to their Telstra account team.
The Brief:
The objective of this campaign was to help Accenture become a trusted partner and accelerate Telstra’s transformation to be a digital telco for the future. It needed to strengthen their strategic partnership and help drive innovation into their capability, products and services.
We needed to produce two concepts that would align to the brand promise and vision of tomorrow: helping deliver operational excellence that moves them towards sustainable growth.
Our message house that would feed into the top level message of connecting Telstra to Tomorrow
The three pillars combined help tell one story of Connecting Telstra to Tomorrow.
Concept one:
We wanted to tell a story of how Accenture are the partner that enables, delivers, and makes Telstra’s vision happen—a hero and connector. Inspired by the Venn Diagram, we developed a graphical device that could tell this story of partnership and an intersection of two equal parts. We could tailor each image depending on what they are saying.
CONCEPT TWO:
With the second concept, I wanted to explore a way we could tell a story about putting the customer in the centre of beautiful digital experiences. Each pillar would have its own unique pattern, made up of two equal parts, and imagery would be placed in the middle. This was all about the amazing experiences Accenture are helping Telstra to deliver.
The solution:
The client liked both approaches, but we landed with option one. This was then rolled out throughout their marketing collateral, and is still being used today, helping Accenture support Telstra in delivering the Telco of the future.