Telstra DM BLURTL by DDB Sydney

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Industry Telecommunications Services
Media Direct marketing
Market Australia
Agency DDB Sydney
Executive Creative Director Dylan Harrison
Creative Director Mark Harricks, Rupert Hancock
Art Director Duncan Shields
Copywriter Guy Lemberg, Karen Ferry
Digital Creative Director Matt Grogan
Released February 2011

Credits & Description

Category: Direct Response Digital: Mobile Marketing
Advertiser: TELSTRA
Agency: DDB
Date of First Appearance: Feb 7 2011
Entrant Company: DDB, Sydney, AUSTRALIA
Entry URL:!/Telstra?sk=app_140057506053847
Executive Creative Director: Dylan Harrison (DDB)
Creative Director: Mark Harricks (DDB)
Creative Director: Rupert Hancock (DDB)
Art Director: Duncan Shields (DDB)
Copywriter: Karen Ferry (DDB)
Copywriter: Guy Lemberg (DDB)
Managing Partner: Brent Annells (DDB)
Senior Digital Business Director: Anna Kismet (DDB)
Digital Producer: Jess Tham (DDB)
Senior Business Director: Melissa Harold (DDB)
Technical Partner: Mark White (Locatrix)
Graphic Designer: Bonnie Forsyth (DDB)
Digital Creative Director: Matt Grogan (DDB)
Media placement: Internet - Facebook - 7 February 2011
Describe the brief/objective of the direct campaign.
Tasked with helping Telstra - Australia's largest telecommunications company - reach out to the youth demographic with an attractive weekend offer in the competitive pre-paid market, DDB launched a 'free talk and text to any network over weekends' campaign. The objective was to present a simple, no strings-attached, unlimited offer that speaks to the Australian youth. With the campaign targeted towards the 18-29 year old segment, we wanted to introduce an innovative concept compelling enough to give the campaign an extra dimension in social media. Blurtl became the perfect medium to widen the scope of social interaction.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In developing a creative proposition that would best articulate the campaign's 'free-for-all' message, DDB considered several ideas. All involved portraying the extents to which mobile users could go with an unlimited text & talk package. Using a mobile device to broadcast on Facebook seemed like the perfect opportunity to showcase the limits - or lack thereof - of the offer. So we developed an app that would do this. It was innovative. It was different. It was a world's first. And of course, calling the Blurtl service was free for those who took up the Weekend Plus offer.
Blurtl was promoted on the Telstra Campaign landing page as a tile with an audio file explaining the application.
We also had a few dedicated radio spots and FB media buy (engagement ads).
We also had a PR campaign that posted the app to bloggers, news sites and sent out press releases. We had a competition to a music festival, winners became Blurtl ambassadors and promoted the app on their FB pages.
Explain why the creative execution was relevant to the product or service.
Our audience did not listen to us, they listen to each other using our service. With Blurtl, we were able to give Facebook a voice for every occasion - hellos, birthdays, congratulations, wish-I-were-there, while giving our client a credible way to engage with Australian Youth. The concept of Blurtl also tied in perfectly with the client's tagline "It's How We Connect".
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Just several weeks after launch, Blurtl had reached 15,810 Monthly Active Users on Facebook (as of 20 March, 2011). That number is set to increase exponentially as Telstra prepares to include the Blurtl app within its free to browse mobile social networking service "Tribe" among its 3 million customers across Australia in its next software release. This is the first time that DDB has developed an app for a telecommunications company that has been integrated into its product offering.