NEXT TOP MODEL INTEGRATION by OMD Sydney for Telstra

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NEXT TOP MODEL INTEGRATION

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Industry Mobile Communications
Media Promo & PR, Case study
Market Australia
Agency OMD Sydney
Released March 2009

Credits & Description

Category: Best Use of Television
Advertiser: TELSTRA
Product/Service: PREPAID MOBILE TELECOMMUNICATIONS
Date of First Appearance: Mar 29 2009 12:00AM
Entrant Company: OMD, Sydney, AUSTRALIA
Account Director: Noel Gate (OMD)
Account Manager: Katrina Jones (OMD)
TV Trading Manager: Marianne Lane (OMD)
Account Manager: Martin McGrath (OMD)
Media placement: Telstra Branded Pre promotion - 315 spots - Fox8 - 29/03/2009
Media placement: Opening & Closing billboards - 22 spots - Fox8 - 26/04/2009
Media placement: TV commercial - 22 spots - MCN Multichannel Network - 26/04/2009
Media placement: In show integration - 10 minutes - Fox8 - 03/05/2009
Media placement: Mobile WAP site - Mobile - 19/04/2009
Media placement: Interactive TV - Fox8 - 22/03/2009
Media placement: ANTM Fox 8 website sponsorship - www.fox8.tv - 22/03/2009
Media placement: Radio - live interviews with models - today fm, fox fm - 26/04/2009

Results and Effectiveness
• Mobile content streams increased 111% YOY (it was one of the top 3 performing content campaigns ever for Telstra). • Retail traffic increased 12% in stores that ran the ANTM promotion. • Our target spent an average of 22.42 minutes on the ANTM website, engaging with content. • 27% of our target audience was aware that Telstra were the main sponsor of ANTM (unprompted).

Creative Execution
We used a traditional channel, television, in a non-traditional way. Partnering with FOX8's Australia's Next Top Model (ANTM) and tapping into our target’s inner fashionista. Critical to the success of the campaign was the seamless integration through blending programme and commercial messaging. We took the viewer from the show promotion, to in-show demonstration of how to download content through your mobile where we used handsets as props for the models to receive ‘Sarah mail’ from the host – Sarah Murdoch. Viewers experienced a ‘making of’ Telstra commercial where models auditioned for a chance to appear in a Telstra advertising campaign. This winning commercial featured in the ad break of the show. We also ran that commercial across other TV networks and online. We gave the target a reason to engage with Telstra, by offering them ‘behind the scenes’ footage from the show. Content was available via mobile and interactive television.

Insights, Strategy & the Idea
Telstra mobile was not the first choice of our target audience (females age 16 -24). They viewed Telstra mobile through a negative lens, it was perceived as “My parent’s brand”. We needed to reposition Telstra as a brand relevant to their lives and increase mobile content downloads by 25%. To do that, we needed to give them a reason to engage with the brand and we needed to make it easy. Our target establishes deep connections with brands that tap into their key passions. They crave more information for things they love. We identified that they love fashion and in particularly local fashion. To be successful we needed to tap into that passion, and successfully integrate Telstra into their interaction with it. ‘Australia’s Next Top Model’ was identified as the ultimate vehicle to do this.