IPAD MIDNIGHT LAUNCH by Mango Sydney for Telstra

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IPAD MIDNIGHT LAUNCH

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Industry Internet Service Providers, Telecommunications Services, Mobile Communications
Media Promo & PR, Case study
Market Australia
Agency Mango Sydney
Producer Bret Mctavish, Kirsty Grant
Released September 2011

Credits & Description

Category: Technology and Manufacturing
Advertiser: TELSTRA
Product/Service: IPAD LAUNCH
Agency: TELSTRA
Senior Corporate Affairs Advisor: Alison Caldicott (Telstra)
Senior Corporate Affairs Advisor: Peter Symons (Telstra)
Marketing Specialist: Rochelle Mcdonald (Telstra)
Sponsorship Specialist: Alex Heathers (Telstra)
General Manager Channel Marketing: Michelle Greenwood (Telstra)
Telstra Spokesman Radio And TV: Craig Middleton (Telstra)
Principal Media Relations Advisor: Karina Keisler (Telstra)
Corporate Affairs Advisor: Sarah Lawry (Telstra)
Graduate: Jo Cleary (Telstra)
Social Media Project Manager: Dan Michael (Telstra)
Online Communications Specialist: Jehad Dabab (Telstra)
Senior Internal Communications Advisor: Ava Bala (Telstra)
Managing Partner: Claire Salvetti (Mango)
Senior Account Director: Vicki Cook (Mango)
Senior Account Manager: Tina Alldis (Mango)
Creative Planner: Erica Valenti (Mango)
Producer: Bret Mctavish (Jack Morton)
Producer: Kirsty Grant (Jack Morton)
Media placement: Consumer PR - News - 15th January - 16th March 2012
Media placement: Technology PR - News - 15th January - 16th March 2012
Media placement: Corporate Communications - News, Internal - 15th January - 16th March 2012

Summary of the Campaign
The Challenge:
How can Telstra be included in media coverage around an Apple product launch with Apple’s restrictions on mentioning their brand, in a cluttered market and with only a week’s notice for the launch date?

The Objective:
Maximise Telstra messaging in media coverage relating to the New iPad, by educating media and consumers that the superior New iPad requires Telstra’s superior mobile network.

The Strategy:
Go First: Media call at Midnight opening of sales in Telstra’s 2 biggest stores

Go Hard: 48 hours of PR opportunities around the launch of the device.

Go Far: Build awareness of the strengths of Telstra’s mobile network 2 months prior to launch period.

The Execution:

Capitalise on New iPad hype

A 48-hour window peaking at the Midnight store launches involved multiple activities designed to target the key audiences.

Carefully planned media opportunities included: breakfast, afternoon and evening live TV cross opportunities, midnight photocall, live broadcasts from inside the store and breakfast media recaps the following day.

Reinforce network superiority prior to launch

A series of stories designed to position Telstra as:
- The leader in current and future innovation – through news and trials of exclusive '4G' next generation technology.
- The telecommunications provider that understands how Australians connect – through research that put Telstra on the news agenda such as social networking on mobile phones.

The Outcome:
PR secured more than 744 Telstra iPad media stories.
Independent analysis found Telstra was the leading telco mentioned in media coverage with 72% share of voice.

533 pieces of TV news coverage
18 print
56 radio
137 online
14m people reached with a cost per contact of 0.007

The Situation
The Organisation:
Telstra Corporation Limited is Australia’s largest telecommunications and media company.

The Situation:
The Australian telecommunications market is highly competitive – with 4 key operators, each focused on growing market share and striving for the position of number one operator within the market.

The Opportunity:

The New iPad launch provided the perfect opportunity for Telstra to gain positive association with the trusted Apple brand. This positive association was further increased by Telstra making the tablet available to customers and media before any other retailer.

The Goal
The Objective
Maximise Telstra messaging in media coverage relating to the new iPad, by educating media and consumers that the superior new iPad requires Telstra’s superior network.

Success Criteria:
- Share of voice
- Number of pieces of media coverage
- Cost per contact

Target Audience:
Technology and Apple fans, existing or new Telstra customers and Telstra staff – over 40,000 people that are the face and voice of Telstra both at work and away from the workplace.

The Strategy
Go First: Media call at Midnight
Telstra celebrated the arrival of the New iPad at Midnight, eight hours earlier than its competitors, by providing entertainment and colour at the midnight opening of sales for consumers and creating media opportunities.

Go Hard: 48 hours of PR opportunities around the launch of the device.
PR was at a peak for 48 hours around the launch of the device. This included issuing strategic pricing announcements, offering network demonstrations and extensive social media activity.

Go Far: Build awareness of the strength of Telstra’s mobile network 2 months prior to launch. This consisted of a series of stories issued in advance of the launch, designed to position Telstra as:

- The leader in current and future innovation – through news and trials of exclusive '4G' next generation technology.

- The telecommunications provider that understands how Australians connect – releasing research around trends such as social networking on mobile phones.

Execution
The 48-hour window peaking at the Midnight store launches involved multiple media activities:

Launch minus two days:
- Initial pricing announced
- Midnight store opening revealed
- Localised media communications for regional store openings

Day before launch:
- Announcement of midnight store activity, the fun that Telstra would deliver to the queuing crowds

Launch morning:
- A media call was held at multiple Telstra Stores across the country featuring giant iPad cakes and spokesperson interview opportunities

Midnight launch:
• A countdown clock, games, food and drink provided a colourful fun backdrop to the media moments on the night, which included the queue outside the store and the first person in the world to buy the New iPad.

24 hours following launch:
- Telstra set up live crosses with media including Australia’s highest rating morning show; messages included details on how sales were tracking, and why the new iPad works best on the Telstra Mobile network.

Documented Results
The strategy to maximise coverage by breaking media opportunities into different sections resulted in blanket coverage on launch day including: breakfast, afternoon and evening live TV crosses, midnight photocall, live broadcasts from inside the store and breakfast media stories the following day.

PR secured more than 744 Telstra iPad media stories and independent analysis found Telstra was the leading telco mentioned in coverage with 72% share of voice
533 pieces of TV news coverage
18 print articles
56 pieces of radio coverage
137 pieces of online coverage
14m people were reached with a cost per contact of 0.007