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