Telstra is tapping in to our thirst for the latest technology by offering a new smartphone to its customers after 12 months instead of 24.
To launch the new policy DDB Group Sydney has created a new campaign called ‘Telstra New Phone Feeling’.
The campaign includes two national 30-second spots (below) that portray the excitement one feels when getting a new phone with a colourful rave.
Andy Bateman, Telstra director segment marketing, said: “We believe in the game changing nature of this offer, and we've had lots of excitement from consumers around it. It is a clear demonstration of Telstra listening to customers, co-creating new products and services with them and bringing them offers that show we really care about delivering relevant, differentiated and market leading solutions.”
The campaign also includes digital, social and outdoor media support.
Telstra described the ‘New Phone Feeling’ policy as “one of our biggest consumer campaigns” and “biggest plays for the year in terms of new developments for mobile customers”.
The policy is based on the insight that one in three people cave in and swap to the latest smartphone set on the market before the end of their 24-month contract.
'New Phone Feeling' comes after Telstra unveiled its major new brand campaign and its vision of a 'Brilliant Connected Future for Everyone' in January.
CREDITS: Client: Telstra Agency: DDB Group Sydney Senior Creative: Michael Barnfield Art Director: Jennie Ko Copywriter: Josephine Burns