In another example of the power of social media, Telstra has had its hand forced by the pressure brought to bear by fans of the Splendour in the Grass music festival who vented their spleens when it was revealed that there would be no Telstra coverage of the event.
Splendour organisers, Village Sounds, walked away from the negotiating table with Telstra over the cost of supplying a 4G tower for the event. Village Sounds then took to social media to let the fans know via its Facebook page that those people coming to brave the crowds, mud, shit, soul-destroying queues for booze, freezing cold and dodgy camping spots would be doing so without the small comfort of adequate Telstra coverage.
In an online statement made on 30 June 2014, Splendour said each mobile phone company traditionally provides a Cell on Wheels tower (COW) to expand network coverage.
“This year Telstra will not have any COWs on site at Splendour and this will have a major impact on their network coverage at the show.
“We have been in discussions with Telstra since Sept 2013 and early on they committed to providing free COWs as they did for Splendour’s 2013 event. Only last month Telstra withdrew this commitment and provided us with a prohibitive quote to supply these COWs.
“While we are committed to providing you with the best Splendour experience possible, we are not in a position to pay many hundreds of thousands of dollars for a service that actually generates revenue for Telstra,” the statement continued
The last count on the post when B&T checked was 542 comments with many people saying they would ditch their Telstra service in favour of Optus or Vodafone. Posts included customers sharing their interactions with Telstra’s own social channels asking about coverage at the event, which sold out in a matter of hours.
From the Splendour Facebook page a change.org petition was born and Telstra clearly had a social media backlash on its hands.
However Australia’s biggest telco, which has invested heavily in its social presence in recent years, quickly swung into action and made the following announcement:
As indicated we’re aware of how important mobile coverage is to our customers and we would do everything we can to ensure our customers attending the Splendour in the Grass event have the best experience. We have reviewed the availability of some of our temporary CoWs normally used for emergency responses, and will be able to provide two Satellite Cells on Wheels for the Splendour in the Grass event. This temporary infrastructure will provide 3G mobile coverage for Telstra customers attending the event – voice and data. However, these temporary facilities may not provide capacity to support the busiest periods during the festival, so we ask our customers to be patient during these times, wait a few minutes and try again. We’ll also continue to talk to the event organisers about a more suitable permanent solution for future years.
Steve Carey, general manager of media for Telstra, told B&T that the telco had been in negotiations with Village Sounds since March 2013 to create a permanent 4G mobile tower, “but at no stage did we say we would not supply the Sat CoWs as we have in previous years so we were a little bit surprised by Splendour’s announcement”.
The Splendour in the Grass music festival runs from Friday 25 July through till Sunday 27 July including more than 100 local and overseas acts.
Please login with linkedin to comment
Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]
B&T's shining a light on industry folk prior to adland. Preference given to anyone purporting actual UFO abduction.
Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]
Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]
WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]
Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]
Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]
Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]
Pinterest reckons jellyfish & moody cowboys will be big in 2024. Refused to be drawn on the return of shoulder pads.
IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]
Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising, announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]
NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]