Telstra Promo, Case study TELSTRA 4G LAUNCH by Mango Sydney

Adsarchive » Promo , Case study » Telstra » TELSTRA 4G LAUNCH

TELSTRA 4G LAUNCH

Pin to Collection
Add a note
Industry Internet Service Providers, Telecommunications Services, Mobile Communications
Media Promo & PR, Case study
Market Australia
Agency Mango Sydney
Executive Creative Director Dylan Harrison
Strategic Planner James Quinlan
Released September 2011

Credits & Description

Category: Technology and Manufacturing
Advertiser: TELSTRA
Product/Service: 4G NETWORK
Agency: MANGO
Chief Marketing Officer: Mark Buckman (Telstra)
Corporate Marketing Director: Inese Kingsmill (Telstra)
Brand Marketing Manager: Keiran O'donnell (Telstra)
Director Of Creativity And Brand Content: Mark Collis (Telstra)
Senior Corporate Relations Advisor: Ali Caldicott (Telstra)
Group Manager Of Communications: Peter Taylor (Telstra)
Managing Partner: Brent Annells (DDB Group Sydney)
Managing Director: Simone Drewry (Mango)
Managing Partner: Claire Salvetti (Mango)
Amplification Director: Larissa Best (Mango)
Senior Executive Producer: Brooke Pilton (Mango)
Production Director: Michael Ozard (Mango)
Executive Creative Director: Dylan Harrison (DDB Sydney)
Group Creative Director: Rupert Hancock (DDB Sydney)
Group Creative Director: Cam Hoelter (DDB Sydney)
Strategic Planner: James Quinlan (DDB Sydney)
Creative Group Head (Telstra): Dave Shirlaw (DDB Sydney)
Creative Group Head (Telstra): Duncan Shields (DDB Sydney)
Creative Planner: Erica Valenti (Mango)
Senior Account Manager: Tina Alldis (Mango)
Media placement: Media Relations, Consumer PR; Experiential - Early General News E.g. Daily Telegraph, The Morning Show; Consumer Lifestyle Media E.g. Dolly - 27th September
Media placement: Media Relations, Consumer PR - Early General News E.g. Gold Coast Bulletin - 28th September

Summary of the Campaign
The Challenge:
Telstra was launching the first 4G mobile broadband network in Australia. Our challenge was to communicate the benefits for the end user of the new technology and make it relevant to everyone.

The Objective:
Drive awareness and understanding of Telstra’s super fast mobile broadband network ‘4G’ through media coverage.

The Strategy:
Bring benefits of 4G network to life by demonstrating that users could now get more out of their mobile internet – more music, more videos and more entertainment.

The Execution:
Telstra launched its 4G network with the arrival of its post-paid USB device.

To highlight the benefits of Telstra’s 4G network, we took the world’s biggest YouTube sensations and exploded them onto the streets of Sydney. There were dozens of live performances in iconic Sydney locations by our YouTube sensations. This was followed by an east coast media blitz, which hit all major news outlets.

The Outcome:
• 204 pieces of PR coverage
• 290 pieces of video content shared by consumers
• 600,000 YouTube hits and 22,916 Facebook page views
• Contributed to an overall campaign AVE of over $1.5m
• Contributed to 13m impressions for the campaign
• Telstra 4G trended on Twitter by 11am launch day

The Situation
The Organisation:
Telstra is an Australian telecommunications and media company, formerly owned by the Australian government and privatised in stages from the late 1990s. Telstra is the largest provider of mobile and internet services in Australia.

The Situation:
Telstra was the first company to bring 4G to Australia, making its mobile broadband network the fastest in the country.

The Opportunity:
Be the first to communicate the benefits of the 4G network to Australians.

The Goal
Objectives:
- To announce the arrival of 4G to Australia
- To deliver widespread media coverage which in turn will generate mass awareness of Telstra 4G amongst Australians

Success Criteria:
- Pieces of media coverage
- Pieces of video coverage shared by consumers
- Campaign AVE
- Overall media impressions

Target Audience:
High internet using city dwellers: existing or new Telstra customers.

The Strategy
Telstra 4G is all about data consumption on the go and we needed to bring this to life. So, to launch Telstra 4G, we decided to take the best parts of the internet and put them on the streets of Sydney.

Execution
The launch kicked-off on 27th September 2011 with a 1,500-person human art piece designed by New York Internet sensation Improv Everywhere, covered by live national television.

Meanwhile, YouTube sensations Rebecca Black (29m+ views), Evolution of Dance (181m+ views), Dancing Matt (71m+ views) and Jorge and Alexa (29m+ views) toured all major metro news outlets in Sydney.

The media tour was followed by live performances on custom-built laptop stages in iconic Sydney locations. Every performance was captured and shared online by fans using their mobile phones.

A microsite was built so that fans from other cities could watch and share content through their social media networks.

Hundreds of promotional staff, dancers and performers also hit the streets performing and giving away free music downloads whilst spreading the 4G message.

Finally, our talent was flown across the east coast of Australia for a media tour the following day, which hit major news targets.

Documented Results
• 204 pieces of PR coverage

• 290 pieces of video content shared by consumers

• 600,000 YouTube hits and 22,916 Facebook page views

• Contributed to an overall campaign AVE of over $1.5m

• Contributed to 13m impressions for the campaign

• Telstra 4G trended on Twitter by 11am launch day