Telstra has today launched ‘Up Your Game’, a campaign which celebrates the unique and varied rituals of gamers across Australia.
Up Your Game promotes Telstra’s first branded gaming product, Telstra Game Optimiser which is designed to help give gamers an edge. The campaign is inspired by research Telstra conducted which found that 40% of gamers have a pre-game ritual, with 73% believing it helps their gaming performance.
Like sport, optimising body & mind pre-game is all in the ritual. And everyone’s ritual is different. Up Your Game celebrates Aussie gamers’ rituals and brings to life the emotion and palpable anticipation as players get ready to ‘up their game’.
Launched with a dramatised content piece, Up Your Game features rituals submitted by gamers and demonstrated by three real life gamers – Grace Watkins (@iamfallfromgrace), Ryan Pearson (@rhapsodyplays) and Terence Ignatius (@terenceignatius).
The content has been created with gamers at its heart – from the insights it is rooted in to the narration which mimics a streamer commentating the ad, rather than a traditional voice over.
The focus on rituals aligns with the use of the Telstra Game Optimiser product, which gamers can configure pre-game to prioritise gaming traffic and help reduce ping times. Telstra Game Optimiser is available as an add-on for $10 per month for Telstra’s nbn customers with the first month free. Powered by Netduma’s award-winning DumaOS on the Telstra Smart Modem Gen 2, Telstra Game Optimiser customers can tailor and optimise their online gaming experience to help reduce lag spikes and join multiplayer servers that are closer to their house.
Up You Game is the first campaign Telstra has launched in partnership with Fuel Communications since bringing the company on as its retained integrated communications agency, with video production by Entropico. The research which inspired the campaign was conducted with Telstra’s partner Fortress Melbourne, the Southern Hemisphere’s biggest esports and games entertainment venue.
Please login with linkedin to commentTelstra
To celebrate brands going “above and beyond to act with purpose”, Mumpower has announced its first-ever consumer choice awards. The ‘Vote on Purpose’ Australian Business Award 2021 aims to crown Australia’s favourite purpose-driven company, with Mumpower now calling on both corporations and Mum shoppers to nominate a value-led company or a specific brand campaign that […]
Sports fans will have to pay $10 a month to sign up for Stan Sport when it launches later this year, according to reports. The Nine-owned Sydney Morning Herald, is today reporting that Stan (also owned by Nine) will offer Stan Sport as a supplementary service, meaning fans must also have a subscription to Stan’s […]