NYE CAMPAIGN by Imagination for Telstra

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Industry Mobile Communications
Media Digital, Interactive & Mobile
Market Australia
Agency Imagination
Director Heath Campanaro
Creative Director Adrian Goldthorp
Designer Lee Nguyen
Released March 2013

Credits & Description

Advertiser: TELSTRA
Category: Services
Advertising campaign: NYE CAMPAIGN
Director Corporate Marketing: Inese Kingsmill (Telstra)
Managing Director: Josh Guest (B2cloud)
Client Services Director: Angela Lemon (Imagination)
Senior Digital Producer: Mark Davies (Imagination)
Senior Designer: Dan Farrugia (Imagination)
Creative Director Digital: David Clarke (Imagination)
Director: Heath Campanaro (Imagination)
Media Sponsorship And Content Manager: Shannon Morrow (Telstra)
Designer: Lee Nguyen (Imagination)
Corporate Affairs Advisor: Sarah Green (Telstra)
Creative Director: Adrian Goldthorp (Imagination)
Brand Experiential Manager: Alex Heathers (Telstra)
Graduate: Annemarie Teslik (Telstra)
Head Of Industry/Technology And Telco Google Australia: Dougal Mckenzie (Google)
Chief Marketing Officer: Mark Buckman (Telstra)
Senior Marketing Specialist: Monique Spanbrook (Telstra)
General Manager/Brand Channels: Sean Hall (Telstra)
Technical Lead: Slawomir Jasinski (Imagination)
Senior Brand Manager: Jacqui Conder (Telstra)
Senior Copywriter: Troy Graham (Imagination)

Brief Explanation
New Years is a time of year when people most want to connect but ironically often can’t due to network congestion. And, Sydney is renowned for the biggest and best NYE party on the planet. Telstra, Australia’s largest telecommunications company, saw this challenge, and turned it into an opportunity. A powerful new smart phone app was created for iOS and Android that entirely rethought the nature of the problem; tackling the issue head-on, and in doing so enhancing this night-of-nights for all Australians.One of the major features of the app was a branded utility that allowed Australian’s, (even those on competitor networks), to pre-load up to 50 SMS messages that Telstra sent from midnight for free. It was an enormous goodwill gesture that took the brand’s position of “It’s How We Connect”, and brought it to life at the moment it was needed most.The app also went on to ensure the celebrations were connected in every possible way, innovating across multiple screens, and establishing a level of public participation that has never been attempted at this scale. In doing so, we captured the attention of all the major Australian TV networks with features including:- Midnight Messages – 50 pre-loaded SMS sent from midnight for free- Live Feed – teaser content all month- Telstra Colour Moments – the largest interactive New Year’s Eve light show in Australia- Message the Bridge – direct feed projected on the Harbour Bridge Pylons(including a couple of marriage proposals on the night)- Live Maps – updates and real-time capacities of every public vantage point around the harbourBy New Year’s Day we had over 1 million minutes spent interacting with the 5-star rated app, which achieved #2 in the iTunes Store and was featured on Google Play; 197,391 free Telstra Midnight Messages were sent; 20M+ social media reach; and a campaign total of 5.4 years of brand engagement contributing to the highest brand consideration scores on modern record.In doing so, Telstra brought a new audience closer to the New Year’s Eve spectacular, proving that it is possible to connect people together in even the most challenging communications environment, and delivered one of Telstra’s most positively mentioned initiatives ever.