Bell : actualités

[WestAust]

ca a pris bcp de temps avant que les parodies avec les nouvelles annonces de Bell commencent!

[Atze]

Ne pensez-vous pas que ça serait possiblement plus économique pour Bell de moins essayer d'aller toujours chercher quelques sous de plus dans les poches de leurs clients en leur donnant toujours l'impression de les fourrer que de devoir investir si massivement en marketing ? À la longue, quand on est brûlé trop sérieusement, on ne veut plus rien savoir d'eux et le nombre de poissons potentiels va toujours en diminuant....

 

Je les évite maintenant à tout prix... chez moi, téléphone avec Vonage, internet avec B2B2C et le jour où j'aurai besoin d'un cellulaire ou d'un service de télévision par satellite, ils vont être ma dernière option. Je suis contrôleur financier, j'ai habituellement un mot à dire lorsque les compagnies pour lesquelles je travaille révisent leurs services de communication, et croyez moi, pour les quelques dollars qu'ils m'ont soutirés de façon douteuse dans le passé, leurs offres de services reçoivent quasi systématiquement un avis défavorables. On ne parle pas ici d'une simple ligne à 30$/mois ....

[Malek]

Les comptes commercials sont le beurre et le pain de Bell... c'est ça qui leur ferait le plus mal.

[ErickMontreal]

Bell unveils new brand campaign

 

 

Roberto Rocha, The Gazette

Published: Thursday, August 07

 

One week after giving the beavers Frank and Gordon the pink slip, Bell unveiled its new marketing campaign with a new logo, a new look, and new names for its services.

 

Gone are the twin ellipses orbiting the silhouette of a face. The typeface is now slimmer in a lighter hue of blue.

 

And there are no critters anywhere in sight. Rather, the telco's new dynamic pair are the letters e and r, which together form the comparative suffix in the words bigger, faster, better.

One of the new ads for Bell Canada, which focuses on simplicity and the use of the suffix -er.

One of the new ads for Bell Canada, which focuses on simplicity and the use of the suffix -er.

 

"Our new mission is to make the lives of clients just a bit better," Rick Seifeddine, senior vice president of brand said.

 

"So you'll see ads that say, 60 high-definition channels on Bell TV? Babysitting just got better."

 

For French audiences, the tagline will star the company's name itself, as in "La vie est Bell."

 

Bell also simplified the names of its services. Bell Sympatico will hence be Bell Internet, while the ExpressVu satellite offering becomes Bell TV.

 

For the past few weeks, Bell ran cryptic teaser ads on public transit networks. The new logo was illegibly jumbled and surrounded vague sentences that hinted at everyday uses of its technology.

 

The real ads coming out today follow the same theme: making life simpler with Bell's logo as the backdrop. And the logo will be really, really big.

 

"We wanted to appeal to everyone, whether it's a business audience or tech-savvy folks," said Zak Mroueh, creative director of boutique agency Zulu Alpha Kilo, which dreamed up the concept.

 

"Bell has such a rich history, so we decided to make the biggest honking logo there is and tell all these stories on the logo itself."

 

Bell's long-time ad partner Cossette Communication is also working on the campaign, along with Toronto agency Leo Burnett and Montreal's Lg2, a foursome Seifeddine calls "the best minds in Canada."

 

The new campaign will coincide with the opening of the Olympic games today - watch for a 60-second spot on TV - but also with the end of a year-long, turbulent saga to privatize the company.

 

Iain Grant, managing director of the SeaBoard Group, says a new image strategy couldn't come soon enough for Bell.

 

"The company has been essentially still as the leadership has been concerned with ownership issues more than its customers," he said.

 

But for it to work, Grant noted, Bell must also revamp its customer service operations so doing business with the company is a pleasure rather than a burden.

 

"If all you're doing is a cosmetic change, the remake will fail," Grant said.

 

Tales of clueless technical support, technicians that don't honour scheduled visits and service interruptions have become popular lore in Canada.

 

Bell's image has also suffered for its practice of slowing the Internet speeds of clients who use file-sharing applications, and then extending this to Internet providers that lease its lines to offer a competing service.

 

Seifeddine did not name what customer-centric initiatives Bell will roll out, but promised they are in the pipeline.

 

"We have a serious renovation plan to get closer to our clients," he said. "We'll put out impressive game-changing moments for the industry."

 

Francine Jones, a marketing professor at Concordia University, said the new campaign is a "brilliantly done" switch from the friendliness and humour of the beavers to brand positioning against its competitors.

 

She said the TV spot, which shows various Canadian Olympic athletes performing on a giant Bell logo, associates Bell with high-caliber performance.

 

"It creates a graphic link between global and diversity though with the Bell name. It's simple and packs a powerful message," she said.

 

rrocha@thegazette.canwest.com

[JFrosty]

Ça a du prendre au moins 25 personnes autour d'une table pour penser à une publicité basée sur er, probablement la terminaison la plus commune en anglais.

 

Ah j'ai dis 25? Je voulais plutôt dire 2 gars chauds avec un dictionnaire.

 

Et puis je comprendrai jamais pourquoi quelqu'un voudrait aller avec Bell. Juste pour le cellulaire, leurs frais d'accès au réseau sont 2$ de plus par mois (8,95$).

 

Le pire? Je suis avec Solo Mobile, une sous-division de Bell, pis c'est 6,95$ par mois. Et les frais mensuel de 911 sont 25¢ de moins aussi.

 

C'est comme dire en pleine face à ta clientèle que tu les fourres.

[Malek]

Le Samsun Instinct est un gros échec en passant, c'est très faible comme appareil.

[MTLskyline]

Ca me semble comme du copiage.

 

 

[jesseps]

new brand LOL still the same old shitty company

[cjb]

J'étais sûr que j'avais vu une de ces pub avec le logo UQAM. Désolé.

 

Comme jesseps le dit, le service est toujours aussi à chier.

Internet est lennnntt !!!!

[jesseps]

Internet est lennnntt !!!!

 

i am with you on that one