CABBIE-OKE by DDB Sydney for Telstra

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CABBIE-OKE

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Industry Telecommunications Services
Media Promo & PR, Case study
Market Australia
Agency DDB Sydney
Creative Director Matt Eastwood
Released September 2009

Credits & Description

Category: Commercial Public Services
Advertiser: TELSTRA
Product/Service: TELECOMMUNICATIONS PROVIDER
Agency: DDB SYDNEY
Date of First Appearance: Feb 5 2010 12:00AM
Entrant Company: DDB SYDNEY, AUSTRALIA
Entry URL: http://www.cabbieoke.com.au
Creative Director: Matt Eastwood (DDB Sydney)
Creative Group Heads: Grant McAloon/Steve Wakelam (DDB Sydney)
Creative Team: John Downing/Matt Knapp/Mike Spirkovski (DDB Sydney)
DDB Board Business Director: Brent Annells (DDB Sydney)
Creative Director Digital: Matt Grogan (DDB Sydney)
Technical Director: Ferdinand Haratua (DDB Sydney)
Developers: Joseph Gultekin/Roy Mogoko (DDB Sydney)
Online Designer: Brent Tunney (DDB Sydney)
Digital Production: Terry O’Toole (DDB Sydney)
Business Management: Veronica Makiv/Anna Kismet/Clare Anderson/Sally Hrouda (DDB Sydney)
Experiential Team: Steve Fontanot/Larissa Best/Michael Ozard (DDB Sydney)
Planning: Dan Pankraz/Peeyoosh Chandra/Nick Andrews/Diane Chua (DDB Sydney)
TV Production: Brenden Johnson/Victoria Bennett (DDB Sydney)
Publicity: Simone Drewry/Erica Valenti/Annabelle Lloyd (Mango PR)
Print Production: Russell Montgomery (DDB Sydney)
Art Buyer: Bryson Holt (DDB Sydney)
Media Strategy: Nick Kavanagh/John Halpin (Naked)
Media: Chris Caley/Teresa Crowther (OMD)
Post-Production: (Chief Entertainment)
Tribal General Manager: Charles Rallings (DDB Sydney)
Media placement: PR Launch - Event/Launch Party/Cab Karaoke/T-Shirts/Hand Out Cards - 16.02.2010
Media placement: Micro Site - Worldwide Web - 5.02.2010
Media placement: Ambient Advertising - Cab Interior - 5.02.2010
Media placement: Social Media/Internet - Facebook/i-Phone/wap Site/You Tube Branded Channel - 5.02.2010
Media placement: Sponsorship - Channel V - 14.02.2010
Media placement: Virals - Worldwide Website - 12.02.2010
Media placement: Competition - In Conjunction With PR Campaign - 12.02.2010
Media placement: Press Launch - Drum Media - 12.02.2010
Media placement: Mobile Banners - Access Through Social Websites - 12.02.2010
Media placement: You Tube Banners - You Tube Website - 12.02.2010

Results and Effectiveness
Due to popularity, the Cabbie-Oke campaign, originally slated for four weeks, was extended by another month. After four weeks of activity, results include: • 1000+ singers • 75,206 Cabbie-Oke.com.au page views • 35,815 consumers visited site • 36,056 YouTube.com/Cabbie-Oke views • 8,436 consumers sharing the video • 20,039 .mobi page views • 17,180 views Cabbie-Oke viral video • Circulation over 3 million and counting for the highly targeted PR campaign which began a ground swell of online talk and street level coverage. This led to interest from larger media outlets resulting in opportunities with The Today Show and Nova radio.

Creative Execution
We created a media by custom designing and building five fully ‘pimped-out’ Cabbie-Oke cabs. Partnering with key youth brands including Universal Music Australia, the fleet launched in February 2010 cruising nightlife locations in Sydney and Melbourne. With the latest Microsoft Xbox technology and a customised version of the ‘Lips’ karaoke game, passengers choose their favourite tune for a free ride. Cameras captured their performances - the content edited and uploaded onto a branded YouTube channel and microsite within 24 hours. Each weekend, the five best performers won an Xbox 360, while voters got the chance to win a smart phone. We designed the campaign around the customer experience and getting word of mouth impact. Pre-launch, “influentials” were invited to unpublicised, private launch events in underground venues and extensive ongoing social media monitoring enabled us to fix issues identified by youth, ensuring Cabbie-Oke was always the best part of their night.

Insights, Strategy & the Idea
Telstra tasked DDB Group Sydney with creating an underground campaign targeting the youth segment who viewed Telstra as a ‘boring Dad’s brand that didn’t offer value’. The challenge: to reconnect and start a new conversation with young Australians and be seen as culturally relevant for the first time. These 18-24 year-olds crave constant connection, embrace changing subcultures and their mobile phone is their social oxygen. Telstra had to drastically change the way it engaged with these young people and get them thinking ‘What are Telstra going to do next?’ What evolved was a campaign that centred on introducing a behavioural change, making Telstra entertaining and relevant to their social lives. Without overtly pushing the brand, the campaign focused on ‘changing the moment’, embracing ‘culture mashing’ – finding two seemingly unrelated parts of culture (cab rides and karaoke) and connecting them to provide talkability for young people.