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.
Filosofia
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 peoples phone company big idea was launched in April 2004.
Problema
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.