Telecom kills TM logo ads

Telecom mobile is ditching its high-profile TM logo advertising.

The massive billboards were created by Designworks and the television commercial was the work of Saatchi & Saatchi.

The TM idea came after Saatchi & Saatchi's previous campaign, based around a figure called Joe who carried balloon messages around, was dropped because it wasn't capturing consumers' hearts.

Now, Telecom wants to get consumers on to the 027 network, as it has reached the "critical mass" of a 250,000 mobile customers.

The campaign - to be launched on Sunday - is intended to show consumers what the 027 phone can do, and is based around the tagline "G027".