Telstra DM SUSHI PLANE by DDB Sydney

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Industry Telecommunications Services
Media Direct marketing
Market Australia
Agency DDB Sydney
Director Mike Goode
Creative Director Mark Harricks
Art Director Adam Ledbury
Copywriter Alex Stainton
Producer Karen Watson
Digital Creative Director Matt Grogan
Editor Glenn Leahy
Released June 2010

Credits & Description

Category: Product Launches
Advertiser: TELSTRA
Agency: DDB
Date of First Appearance: Jun 15 2010
Entrant Company: DDB, Sydney, AUSTRALIA
Creative Director: Mark Harricks (DDB)
Digital Creative Director: Matt Grogan (DDB)
Art Director: Adam Ledbury (DDB)
Copywriter: Alex Stainton (DDB)
Account Director: Larissa Best (Experiential)
Production Director: Michael Ozard (Experiential)
Executive Director: Steve Fontanot (Experiential)
Agency Producer: Kristy Fransen (DDB)
Director: Mike Goode (The Feds)
Producer: Karen Watson (The Feds)
Content Producer: Lisa Grey (The Feds)
Editor: Glenn Leahy (Definition Films)
Logistics and Production: (SET)
Managing Partner: Brent Annells (DDB)
Business Manager: Clare Anderson (DDB)
Digital Art Director: Shanan Goldring (DDB)
Music and Sound Design: (Nylon)
Illustration: Chris Wahl (The Drawing Book)
Illustration: (Red Ape)
Manga Application Developers: (Wasabi Digital)
Media placement: Website Phase 1 (Manga Me) - Internet - 15 June 2010
Media placement: Radio Partnership - Nova Radio - 15 June 2010
Media placement: Stencils - Pavements - 15 June 2010
Media placement: Poster - University Bars - 15 June 2010
Media placement: Social Media - Facebook And MySpace - 15 June 2010
Media placement: Website Phase 2 - Internet - 09 July 2010
Media placement: Experiential Tokyo - Outdoor - 11 August 2010
Media placement: Webisodes - Facebook - 07 October 2010
Media placement: TV Campaign - 5 Spots - Subscription TV - 07 October 2010
Describe the brief/objective of the direct campaign.
The objective of the Telstra Sushi Plane was to engage Australia’s youth, whether existing customers or not and drive sales of the new HTC range of smart-phones.
This demographic see Telstra as old and irrelevant so traditional advertising would only fall on deaf ears. The strategy of Sushi Plane was to create something that the youth would not only want to be part of but would share with their friends, thus using them as the media to deliver our message.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The solution was to find the most hyper-connected young people in Australia and give them a money-can’t-buy experience that they would want to share with everyone.
This meant that by engaging directly with one person, we engaged with everyone in his or her social network in a language that was genuine and relevant. We knew that if we could reach one person then we could potentially reach thousands.
Explain why the creative execution was relevant to the product or service.
The core of the idea was in using our target demographic as the method of delivering our message. We had a range of mobile phones that were some of the most technically advanced on the market and a network that allowed these phones to connect faster than ever.
We decided to take our winners to Tokyo, the world’s biggest technological playground and created experiences that would give them a million things to say. By providing them each a HTC handset, they were able to upload photos, video and updates instantly and a thousand conversations were started.
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.
The results were better than we or the client could have hoped:
Nearly 12,000 'Manga Me' competition entries.
59,224 Site views.
Over 5mins on site per user, resulting in 316,000 minutes of brand engagement.
2,095 photos uploaded by users.
1.8 million Facebook viewership.
Combined social media postings and content sharing was an earned media reach of nearly 5 million.
All HTC handsets sold out Australia wide.