TELSTRA ENTERPRISE & GOVERNMENT by Australia for Telstra

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TELSTRA ENTERPRISE & GOVERNMENT

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Industry Telecommunications Services
Media Promo & PR, Case study
Market Australia
Agency Australia
Released October 2009

Credits & Description

Category: Business Products & Services
Advertiser: TELSTRA
Product/Service: BUSINESS TELECOMMUNICATIONS PROVIDER
Date of First Appearance: Oct 19 2009 12:00AM
Entrant Company: OMD, Sydney, AUSTRALIA
Account Director: Noel Gate (OMD)
Digital Manager: Aneeket Dayal (OMD)
Account Manager: Natali Popovski (OMD)
Digital Manager: William Miller (OMD)
Media placement: Magazines - 10 ads - BRW, The Economist, CIO, CFO, MIS, Company Director, Fast Thinking - 08/10/2009
Media placement: Newspapers - 6 ads - Australian Financial Review, The Australian - 29/09/2009
Media placement: Out Of Home - 600 spots - Executive Channel - Lobby/Elavator digital screens - 16/11/2009
Media placement: Online Display Media - Fairfax Digital - Business Sites, News Digital - Business and IT sites, Business - 19/10/2009
Media placement: Online Display Media cont. - Forbes, ZDnet, business network, CEO online, CIO, Economist, CNN - 19/10/2009
Media placement: Online Resource Centre - Business Day - various pages, Australian Financial Review, Forbes, ZDnet - 19/10/2009

Results and Effectiveness
•There was a 19% increase in positive brand sentiment to Telstra •58% said they would now consider doing business with Telstra after having seen the content •67% of respondents indicated they would recommend C-Level to someone else •Telstra is continuing the platform as a permanent fixture of the TE&G offering

Creative Execution
The content was predetermined by the target and discussed by Telstra experts in the field. Telstra then facilitated open dialogue between C-Level executives to further understand what their business issues were, following this up by creating a series of short video response solutions. We partnered with Fairfax and Business Spectator websites to create dedicated C-Suite sections where we could house the assets in one convenient, centralised digital space. We seeded the content in online environments where our target naturally seeks business information, to then arm them with solutions. We supported this activity with print executions in key business titles and we employed digital screens in C-Level environments (office buildings). This enabled us to generate incremental awareness to the digital activity as well as drive traffic to the website.

Insights, Strategy & the Idea
Telstra Enterprise and Government (TE&G) was being ignored by their target audience: Business leaders (C-Suite executives: CEOs, CFOs, CIOs). The market was infiltrated by competitive telecommunications companies; everyone was vying for their attention. We needed to create a compelling and relevant way to start a dialogue with them, more importantly we needed to give them a reason to engage with the brand. This would enable TE&G to standout from competitors. Our target wanted inspiring and actionable information to help them make better business decisions. Everyone was talking to them, but no one was listening. Our idea was to arm our target with inspirational advice, to help them make better business decisions. We did this by asking them what they wanted, and created relevant webisodes to directly address their needs. We identified and assembled existing podcasts, white papers and video content to educate, motivate and demonstrate the benefits of productivity solutions.