Telstra DM MOBILE MASTERPIECES by BWM Dentsu Melbourne

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Industry Mobile phones, devices & accessories
Media Direct marketing
Market Australia
Agency BWM Dentsu Melbourne
Executive Creative Director Rob Belgiovane
Creative Director Rocky Ranallo
Art Director Mike O'rourke
Copywriter Tim Bloore
Producer Kate Hickey
Account Supervisor Simon Hadfield, Candice Lombard
Editor Daniel Day
Released November 2009

Credits & Description

Category: Best Low Budget Campaign
Advertiser: TELSTRA
Date of First Appearance: Nov 13 2009 12:00AM
Executive Creative Director: Rob Belgiovane (Belgiovane Williams Mackay)
Creative Director: Rocky Ranallo (Belgiovane Williams Mackay)
Copywriter: Tim Bloore (Belgiovane Williams Mackay)
Art Director: Mike O'Rourke (Belgiovane Williams Mackay)
Agency Producer: Tiffany Campbell (Belgiovane Williams Mackay)
Account Supervisor: Simon Hadfield (Belgiovane Williams Mackay)
Account Supervisor: Candice Lombard (Belgiovane Williams Mackay)
Account Manager: Natasha Trindell (Belgiovane Williams Mackay)
Planner: Darrell Tiemens (Belgiovane Williams Mackay)
Editor: Daniel Day (Belgiovane Williams Mackay)
Producer: Kate Hickey (Pickled Films)
Director of Photography: Tim Hudson (Pickled Films)
Production Company: Pickled Films (Pickled Films)
Sound Design: Sound Reservoir (Sound Reservoir)
Advertisor's Supervisor: Emma Vonwiller (Telstra)
Media placement: Viral Film - Youtube / Tropfest Website - 13 November 2009

Describe the brief/objective of the direct campaign.
We needed to raise awareness and inspire entries into a new mobile phone film category in Tropfest, the world’s largest small film festival. Named Telstra Mobile Masterpieces, the intent was to provide amateur filmmakers with an alternative, cost effective medium with which to tell their stories. The target audience was film enthusiasts. Although, primarily targeting filmmakers, this new category enabled us to talk to anyone who had a story to tell (without a high-end camera or a crew). Our response target was to secure at least 5% of all Tropfest entries as Telstra Mobile Masterpiece entries.

Explain why the creative execution was relevant to the product or service.
TROPFEST is the world’s largest short film festival and is renowned for providing unique platforms for emerging filmmakers. Our campaign had to motivate and excite our target audience – a tech savvy, highly creative and original group – to enter this new category, Mobile Masterpieces. The video was intended to be a Mobile Masterpiece itself - capturing imaginations and demonstrating the ease and benefits of creating a short film on a mobile phone. John Polson’s announcement was shot on 30 different mobile phones from different 30 positions, by 30 different film students, and all shown on screen throughout the execution.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
John Polson, the Tropfest founder (and well recognised and respected Film Director) was considered an inspirational spokesperson for the new Tropfest category. The creative solution was to feature thirty real life film students shooting Polson on mobile phones making his announcement of the new award category. We purposefully used young filmmakers to demonstrate this new, highly cost-effective filmmaking medium to illustrate the point that anyone can create a TROPFEST film – all you need is a story to tell. It was hoped this sentiment would help drive entries towards achieving our target of at least 5% of all Tropfest entries.

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.
62 short films were created on mobile phones and entered into the new Telstra Mobile Masterpieces category - 10% of all entries into Tropfest. The total media budget spent on this campaign was AU$9,753 for a rented email database. The open rate was 9.7%. It was screened on YouTube, and sent to various creative and film schools around the country. It was quickly picked up and featured in 32 articles across print, radio, TV and online, including being showcased on MTV News, renowned as a cultural icon for the target audience. The total media cost per entry was just $157.