Once a loved brand, Telkom (a telco company) had fallen from grace, becoming one of the most hated due to high prices, poor service, and corporate missteps. Competitors surged ahead, and Telkom needed a radical turnaround to win back consumers and regain relevance.
The Challenge
Brand awareness, trust and consideration had plummeted, with consumers actively avoiding Telkom. Online platforms like Hellkom were dedicated to complaints, and Telkom’s business was in decline with its mobile division struggled to gain traction.
The challenge? Reposition Telkom as an innovative, customer-focused brand and drive both broadband and mobile growth – in a saturated, skeptical market.
Insight & Solution
Telkom had always been about “tomorrow”, but people don’t care about the future – they care about what technology can do for them today. This inspired the “Tomorrow Starts Today” campaign, signaling a rebirth for Telkom and its commitment to innovation.
To bring this to life, we broke category norms by using talking babies -playfully showcasing how even the youngest generation was already engaging with cutting-edge technology. The single creative idea spoke to both consumers and businesses, maximizing impact and efficiency.
Results
- 16% broadband growth, surpassing the 9.5% industry benchmark
- 52% increase in mobile connections, despite market saturation
- Brand awareness gap with Vodacom reduced from 35% to 19%
- Brand consideration reversed its decline, improving by 79%
- 41.4% share price growth, reflecting renewed investor confidence
By challenging perceptions, simplifying its message, and injecting charm, Telkom turned its decline into a comeback – proving that even the most struggling brands can rise again.