BIGPOND ULTIMATE MOBILE BROADBAND by OMD Sydney for Telstra

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BIGPOND ULTIMATE MOBILE BROADBAND

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Industry Mobile Communications
Media Promo & PR, Case study
Market Australia
Agency OMD Sydney
Released October 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: TELSTRA
Product/Service: TELSTRA MOBILE BROADBAND
Date of First Appearance: Oct 17 2010
Entrant Company: OMD, Sydney, AUSTRALIA
Strategy Director: Jacquie Pierson (OMD)
Account Director: Noel Gate (OMD)
Head of Portfolio Planning: Leisa Wood (OMD)
Account Manager: Milton Gan (OMD)
Account Manager: Natali Popovski (OMD)
Senior Media Strategy Manager: Kristen Muter (TELSTRA)
Media Strategy Manager: Sara Correia (TELSTRA)
Media placement: Television - Seriously Short Breaks, Fast Plays Of The Week On Free To Air And Pay TV - 17th October 2010
Media placement: Outdoor - Cross City Tunnel Sponsorship And Radio - 18th October 2010
Media placement: JetStar Partnership - Plane Wrap, In-Flight Announcements, In-Aircraft Media, Priority Check-In Queue, - 1st December 2010
Media placement: Ticketek Partnership - Inserts In Ticket Envelopes, E-Newsletters - 17th October 2010

Insights, Strategy & the Idea
TELSTRA/BigPond’s mobile broadband network – already the country’s fastest, was upgrading from 21MB to 42MB - doubling download speeds!

TELSTRA now officially owned the ultimate, fastest mobile broadband device in Australia. However, at the same time, arch-rival Optus was heavily communicating the speed of their network, eroding perceptions of TELSTRA /BigPond’s network superiority – our key strength!

We needed to re-stake ownership of ‘speed’ to drive 81,500 sales of the 42 wireless broadband devices. Our challenge was to own speed & make speed matter.

We were targeting young professionals who work and play hard. They speed through life at high velocity both personally and professionally, and they get incredibly frustrated when something slows them down.

Creative Execution
We leveraged the individual strengths of key mediums to bring the idea to life.

In a media first we partnered with Sydney’s Cross City Tunnel to GForce traffic jams, paying all fares to help workers get home sooner via the fastest tunnel in Sydney. We used radio and LCD screens outside the tunnel to make drivers aware of this.

Partnering with Jetstar allowed us to wrap their planes – this was critical in making speed feel tangible. We granted priority check-in to TELSTRA customers, which allowed them to skip dreaded airport queues. This partnership extended into a Facebook competition for free Jetstar credits.

On television we orchestrated Seriously Short Breaks consisting of only our ad spot. We also crystallized sports television shows into highlights, and sponsored the in-show highlights.

Finally, we partnered with Ticketek to give customers tickets to shows before anyone else.

Results and Effectiveness
Our hard work paid off! Sales surpassed targets by a massive 17%. We sold 95,000 units in under 3 months, which equated to an additional 14,000 units or $13,423,000 in additional sales for Telstra (as users sign up for 24 months).