9. Your cause or belief:
driving motivation for actions
WHY=THEPURPOSE
Proof: tangible ways in which one brings Why to life
WHAT=THERESULT
HOW=THEPROCESS
Guiding principles: specific actions taken to realise the Why
10. Everything we do, we believe in challenging the status quo.
We believe in thinking different.
WHY
We just happen to make great computers.
WHAT
HOW
The way we challenge the status quo is by making our
products beautifully designed, simple to use and user friendly.
13. WHY
HOW
WHAT
We believe in making each day better than the last by
challenging the status quo and doing things differently.
All of our service propositions, their benefits, and above
all, their value to our customers
By providing high performance services that are
exceptionally designed and meticulously executed for
outstanding customer experience.
24. WHAT’SREALLYBEHIND
THETHINGSWEDO?
By far the most
powerful network
Tirelessly
following up
complaints
Our call centers
have the quickest
response time
“Call Guard” service
blocks over 1M nuisance
calls every month.
30. HERE’STO
DISAPPOINTMENT
An extreme look at people’s dissatisfaction.
A child’s face as they receive an unwelcome present.
A man uninspired by the contents of his fridge.
The boss unimpressed with a business proposal.
Someone asleep at the movies.
The crowd booing their team’s performance.
And a cat turning his nose up at his food.
Finally we see a young woman on a bus with her iPad,
her expression doesn’t change.
The more you expect from us, the better we become.
SmarTone
Demand More
TV SCRIPT #1
33. AHEALTHYAPPETITE
TV SCRIPT #2
There’ no harm in being demanding. In fact it’s a good thing.
From the moment we’re born we want more...
Baby breastfeeding - More lunch
Father playing airplane with toddler - More Dad
Kid throwing tantrum in toy store - More toys
Adding friends on fb, partying hard, dating, traveling,
shopping - More, more, more...
Having a passion for something new is what keeps us young.
The moment you stop wanting more out of life is when you
should start worrying.
SmarTone.
Demand More
36. A pan along a series of lab mice in perspex cells. Each
mouse in each identical cell is doing the same, boring
menial tasks.
Other networks think that by giving you a few basics and
telling you they’re great, you’ll be happy.
One cell is different. All it has is a small door, the mouse
pushes it and runs into an open space with grass and
plants he sniff around.
We’re not like other networks.
We think that by treating you as a human being, giving
you freedom and even offering things you wouldn’t
expect, you can be amazing.
Tracking along we see more mice, playing in the grass,
some are using exercise machines, sitting down to dinner,
riding bicycles and even paragliding.
SmarTone
Demand More
TV SCRIPT #3
ESCAPETHECAGE
