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Opal attacks 'Old Telecoms Giant' in new IAS campaign


By The Drum Team, Editorial

December 16, 2010 | 2 min read

Opal, the business to business division of TalkTalk, is pitting itself against the "old telecoms giant" in a new campaign created by IAS b2b Marketing.

The ads by IAS aim to position Opal's "next generation" technology as a step ahead of rivals in the telecoms arena.

Established firms that Opal wants to overtake are depicted in the campaign as the rusty "Old Telecoms Giant" (pictured).

Reuben Webb, creative director at Cheshire-based IAS, said: "Old Telecoms Giant 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.”

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