TalkTalk launches “brighter” brand positioning

Carphone Warehouse’s broadband business TalkTalk is launching a new ad campaign devised to position it as Britain’s “brighter” phone and broadband company.

TalkTalk brighter ad

The seven-figure campaign comes in the wake of TalkTalk’s acquisition of Tiscali, which was announced in May for £236m The deal was considerably lower than the £600m price tag Tiscali’s Italian parent company had hoped to earn from a sale.

A press and outdoor campaign breaks on 5 July with television to follow in mid-August. TalkTalk’s ad agency, CHI & Partners developed the creative and bought the media. The TalkTalk website will also be redesigned to reflect the new creative and positioning.

The ads feature words and images created by “light graffiti” set against night-time backdrops across Britain, including Whitehall, Primrose Hill, Brighton beach and Canal Street in Manchester.

Olivia Streatfeild, TalkTalk marketing director, says: “Our new campaign focuses on the bright ideas we already have – like free local calls for millions of our customers, ensuring your family is safer online.”

The combined TalkTalk Group will have a total of 4.25 million customers, making it the biggest residential broadband company in the UK.

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