DIGITAL MUM 2.0 by DDB Sydney for Telstra

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DIGITAL MUM 2.0

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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: Sep 30 2009 12:00AM
Entrant Company: DDB SYDNEY, AUSTRALIA
Entry URL: http://callmum.net/digitalmum
Creative Director: Matt Eastwood (DDB Sydney)
Creative Group Heads: Grant McAloon/Steve Wakelam (DDB Sydney)
Creative Team: John Downing/Matt Knapp (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/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)
Music: (Universal Artists)
QR Code Design: (SET Japan)
Media placement: Website - Worldwide Website - 30.09.2009
Media placement: Social Media - Facebook - 30.09.2009
Media placement: Outdoor - Bus Shelters National - 30.09.2009
Media placement: Booklet - Australian Women's Weekly - National - November 2009 issue
Media placement: Viral - Worldwide Website - 30.09.2009

Results and Effectiveness
After 10 weeks of activity, Mum 2.0 exceeded all campaign objectives and has become the first example of a telco brand to successfully build an online community of Australian mums engaged in technology. • A Facebook community of over 5,141 mothers and kids with over 56,000 page views on the Facebook fan page and 3,432 video views on Facebook • Over 12,337 tutorials viewed online • 5,600 online digital make-overs • 1,394 Mums ‘dobbed in’ • 1,973 Mums dobbing themselves in • 8,905 video views on YouTube • PR success reaching 13.7 million people globally with 76 press clippings & counting.

Creative Execution
• An Australian first, custom-designed QR code for outdoor so kids could 'Dob in Mum' for a digital makeover through their mobiles. • A fictional family that re-enacted common Facebook scenarios in the real world in a series of six video tutorials which were informative, engaging and funny enough for kids to relate to and send around. • An instructional booklet was inserted in Australian Women’s Weekly, one of Australia’s largest circulating women’s magazines. • We enlisted comedian Mum Wendy Harmer, one of Australia’s best known female comedians, and social demographer Mark McCrindle to lead a national PR campaign across television, radio and print. • Every touchpoint led to the Mum 2.0 website, which provided instant connectivity with the Digital Mum Facebook page. Here, kids could dob in their mums and mums could share advice, win weekly prizes as well as take a final “exam” to become a fully accredited Mum 2.0.

Insights, Strategy & the Idea
Tasked to extend Telstra’s Call Mum Campaign digitally, we created a social media investigation of conversations about parents connecting with their kids online. What we uncovered was a unique social insight which represented an incredible opportunity for Telstra to bring mums and children together. Our research of nearly 10,000 online conversations pointed to a need to overcome what we dubbed as the “OMG – Mum’s on Facebook”. The strategic idea was to give Australian mum’s a “Digital Makeover” so they felt more confident connecting with their kids, and that their kids were less worried about Mum embarrassing them on Facebook. We developed a cohesive multi-channel campaign to effectively communicate separately to mums and kids. By tailoring our media, and driving both channels to a single online point, we successfully unified two very different markets ensuring this pro-active initiative established Telstra as the enabler, providing real utility and value.