TalkTalk strives to put ordinary consumers first in campaign set in real family home

TalkTalk is launching a reality TV-inspired new brand campaign billed as offering "a candid glimpse into how modern families live their lives today."

Created by CHI & Partners, "This stuff matters" was filmed by installing unmanned cameras in a real family home where parents Julie and Paul live with their four children, Peter, Harry, Sophie and Lucy; their niece, Daisy; and the family dog, Elvis.

The crew filmed for two weeks with the aim of producing authentic, unscripted footage that would provide an insight into the everyday life of the household. The footage has been used to create ten films, of 20, 30 and 60 seconds. The campaign breaks on TV this evening and also runs across video on demand, cinema, press, out of home and PR.

It was created by CHI & Partners’ Danny Hunt, Dan Watts and Rob Webster, and directed for Park Pictures by Tom Tagholm, the director behind Channel 4’s 2012 Paralympics campaign "Meet the superhumans". The media agency is M/Six.

The campaign also comes as TalkTalk overhauls its offer to consumers, moving all of its customers to new contracts that scrap separate line rental charges and guarantee no price rises for 18 months. Existing customers will be given access to the same deals as new customers.

It is less than a year since TalkTalk suffered a major data breach that saw the details of nearly 157,000 customers hacked. But the brand said that its trust levels were rising and it was now experiencing the lowest level of complaints in its history.

Tristia Harrison, managing director for consumer at TalkTalk, said: "TalkTalk is changing. Nothing matters more to us than our customers and doing right by them is the right thing for our business. We’ve listened hard to what they’ve told us and we’re acting on it.

"People are fed up of confusing packages and loud advertising, they’re frustrated with deals which shoot up mid contract, and they hate seeing the best deals saved for new customers.

"We know this is an essential service that really matters to people, so it needs to be simple, affordable, reliable and fair. We’re proud to be the first to make the big changes customers expect and deserve of their telecoms provider today."

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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).