Telstra has launched a national network campaign to communicate the strength of its mobile network in a playful way.
A collaboration between Telstra, The Monkeys and R/GA Sydney, the campaign revolves around contextual, topical and pop culture-based messages across digital and out of home.
The campaign is designed to be highly visible where and when customers are out and about using their mobiles most, appearing on large-format billboards, bus shelters, train stations, in shopping centres, and across all forms of digital mainstream and social media.
The campaign is weighted towards the urban metro environments of Sydney, Melbourne, Brisbane, Gold Coast, Perth, Adelaide, and Canberra.
R/GA Sydney created a social campaign and virtual newsroom in which the agency and Telstra representatives work together to devise and place live headlines and reactions to events across major online news sites.
An estimated 80-plus messages will be delivered through sport, entertainment, culture and across news pages over the course of the campaign.
Telstra’s group executive of media and chief marketing officer, Joe Pollard, said: “The campaign builds from our brand promise to create better ways to empower everyone to thrive in a connected world.
“It’s also anchored in our vision, which is to become a world class technology company that empowers people to connect.
“We’re proud to offer the biggest, fastest, most reliable mobile network coverage in Australia. And while the extent of our national coverage is well known, and we want to remind customers that we have great mobile coverage in all Australian cities.
“Our new campaign reframes our network capabilities in a warm, friendly, authentic way that we hope will make people smile.”
Group executive of media and chief marketing officer: Joe Pollard
Creative agencies: The Monkeys and R/GA Sydney
New research has found that Australians are watching twice as many ads as they think they do. The study was conducted by Kantar, Eye Square and Google and found 51 per cent of ads minutes shown across platforms had ‘eyes on screen’ — double what participants self-reported as their typical ad watch time. YouTube was […]
Two social media stars have collaborated with Australian-based Official Lens Creators (OLCs) to launch the first full body tracking Lenses on Snapchat – a new feature that allows Snapchatters to express their unique creativity and style with Lenses that move with their entire body. Snap Stars , Dixie D’Amelio and Jalaiah Harmon (creator of the […]
SkyBus’ latest ‘The Easy Way to Getaway’ campaign via newly awarded creative agency Hardhat aims to give a warm welcome to returning New Zealand travellers, letting them know the airport transfer service is ready and waiting. The win has seen Hardhat lead the charge on SkyBus’ strategy and creative across New Zealand, ensuring confidence in […]
New figures show podcast revenue is set to surpass US$1 billion ($AU1.4b) in 2021 as the popularity of the format continues to grow amid the global pandemic. In eMarketer’s latest projection of ad revenue to podcasting, it’s also been revealed podcasts will capture 20 per cent of digital radio ad spending in 2020. eMarketer’s summary […]
Longtail UX, an Australian founded tech company with 70+ clients across the Americas, EMEA and JAPAC, has today announced a $2.25m supplementary equity raise in partnership with Woolworths Group’s venture capital arm, W23 and Steven Lew owned group, Global Retail Brands (GRB). The investment builds on the $3m funding round led by Investec through its […]
Japanese-based Dentsu Aegis Network (DAN) has revealed its Q2 results to June that showed the holding company’s revenue, less cost of sales, declined by nearly 18 per cent to US$169.5 million, while its operating profit declined by 39.2 per cent YOY to $37.5 million. The pandemic is being blamed on the poor result. The APAC […]
Looking to entice a more progressive audience into the Coopers family, Australia’s largest independent brewery has released a limited edition Hazy IPA. The product has launched via a national OOH and digital campaign in collaboration with Melbourne creative agency, TABOO. TABOO is behind the exciting new illustrative can design, inspired by the Australian landscape. The […]
Ben & Jerry’s has unveiled their latest limited-edition flavour: Unfudge our Future, to urge Australia’s leaders to tackle climate change by making fossil fuels history. The launch aligns with the Federal Government’s preparation of a history-making economic reboot in the upcoming October Budget, with Ben & Jerry’s joining forces with 350.org Australia and the Climate […]
BRITA Australia is today proud to reveal its latest national campaign, ‘Get Your Jugs Out’, starring Australian comedian, Celeste Barber. The quirky campaign encourages Australians to make the switch from bottled water to great tasting filtered tap water, using a BRITA filter jug at home, with the creative brought to life with Celeste’s cheeky, yet relatable sense of humour.
Twitter is saying ‘bye to the reply guys’, allowing users to control who can reply to their Tweets. ‘Reply guys’ have long been an issue on the social media app, where users (often anonymous) frequently comment on posts in an annoying, condescending or otherwise unsolicited manner. Twitter first put these users on notice in May […]
The Virtual Conference Network, an Australian-founded disruptive alternative to video conferencing, has today launched to provide risk mitigation, improved flexibility, new post-event revenue streams, and optimal cost-effectiveness to conference organisers, business leaders and peak bodies. With over 20 years of first-hand experience with the high-risk and costly ways of delivering traditional conferences, co-founders Alex Paine […]