APPLE WONDERLAND by Mango Sydney for Tourism NT

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APPLE WONDERLAND

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Industry Transport, travel & tourism
Media Promo & PR, Case study
Market Australia
Agency Mango Sydney
Released September 2012

Credits & Description

Category: Technology and Manufacturing
Advertiser: TELSTRA
Product/Service: IPHONE 4
Managing Director: Simone Drewry (Mango)
Creative Planner: Erica Valenti (Mango)
Head of Publicity: Victoria Sennitt (Mango)
Account Manager: Sophie Coleman (Mango)
Group Manager, Communications: Peter Taylor (Telstra)
Public Affairs Manager: Sarah Ashton (Telstra)
Public Affairs Advisor: Ali Caldicott (Telstra)
Group Marketing Manager: Jess Miller (Telstra)
Marketing Specialist: Rochelle McDonald (Telstra)
Sponsorship Specialist: Alex Heathers (Telstra)
Sponsorship and Content Manager: Mandi Balbi (Telstra)
Head of Online Communications and Social Media: Kristen Boschma (Telstra)
Video and Social Media Producer: Sam Andruszkiewicz (Telstra)
Vice President, Business Director: Jodie Richmond (Jack Morton)
Account Manager: Ben Carney (Jack Morton)
Media placement: Media Call Announcement - TV News, Photo Desks, Photo Wires - 26 July
Media placement: Price Plans Press Release - National Business Press, Technology Press, General News - 28 July
Media placement: Media Call - TV News Channel 10, 9 And 7, Photo Desks, Photo Wires - 29 July 8am
Media placement: TV And Photo Opportunities - Lunchtime TV News Channel 10, 9 And 7, Sports TV Shows, Radio News - 29 July - During The Day
Media placement: Midnight Store Opening - TV News Channel 10, 9 And 7, Print News Daily Telegraph, Online News, Radio News - 30 July
Media placement: Morning After TV Opportunities Scheduled - Breakfast TV News Sunrise, Channel 7 - 30 July 7am

Summary of the Campaign
The challenge:
In 2010 the Australian telecommunications industry was in a competitive frenzy in a bid to launch the latest mobile product from Apple, the iPhone 4. Two years had passed since the launch of the first iPhone and many consumers’ contracts were ending – so the race was on to secure customers with the new device.

The objective:
To secure Telstra a larger share of voice over its competitors for the launch.

The strategy:
To gain more media traction than our competitors by leveraging Telstra’s sponsorship of the popular Australian show, MasterChef while creatively linking Telstra with the Apple brand.

The execution:
Turning the flagship Telstra city store into an apple themed wonderland, with the Masterchef contestants creating apple based treats for the midnight crowds. The media relations plan focused on the official midnight launch of the iPhone 4. Media opportunities included a 9am photo call; breakfast, afternoon and evening live crosses; a surprise pricing plan announcement; a midnight photo opportunity and a breakfast TV recap the following day

The outcome:
- Telstra secured the largest share of voice in editorial coverage.
- Advertising Equivalent Value generated in 24 hours $1,807,109.
- 75% of Telstra stores sold out in one day

The Situation
The organisation:
Telstra is an Australian telecommunications and media company and is the largest provider of mobile and Internet services in Australia.

The situation:
In Australia the telecommunications market is highly competitive - consisting of four key operators, each focused on market share and striving for the position of number one operator within the market. Gaining share of voice through PR is crucial to Telstra and the launch of Apple’s iPhone 4 provided the perfect opportunity for Telstra to celebrate the arrival of the new Smartphone and gain association with the Apple brand.

The Goal
Objective:
To secure Telstra a larger share of voice over its competitors for the launch

Success criteria:
• Return on Investment (ROI) of 3:1
• 200 consumer attendees to the midnight launch

Target audience:
The primary target audience was Australian Smartphone consumers wanting to invest or upgrade to the new iPhone 4. Secondary target audience was consumers who would be influenced by the hype surrounding the new product.

Research:
A competitor review revealed other providers were using International Celebrities to support their launch, and that media coverage for the launch of the iPhone 3G was limited to midnight events only.

The Strategy
The strategy was to use Australian talent to differentiate us from competitors, and to extend the midnight store opening story to a full 24 hours, giving media moments to cover throughout the day.

We focused on leveraging Telstra’s sponsorship of the popular Australian TV show, MasterChef. The final episode of the show attracted an audience of 5.7 million Australians two weeks prior to the iPhone 4 launch – this ensured the talent was both relevant and appealing to media.

MasterChef and the apple fruit were central to the theme of the launch, subtly linking Telstra and the Apple brand. As it wasn’t an option to gain official Apple approval prior to the launch, the use of apples as an ingredient gave the activity an immediate link and ensured talkability with both consumers and media.

A surprise pricing announcement made on the morning of the midnight launch provided additional media opportunities.

Execution
Where: Sydney, Australia
When: July 29th, 2010
Duration: 1 day

The strategy was to extend the midnight store opening story to a full 24 hours, giving media moments to cover throughout the day, with focus on the midnight store entertainment.

Launch morning:
A media call was held at the Telstra store featuring the MasterChef contestants and a 2-metre high apple croquembouche to ensure great vision and interview opportunities.

Launch mid morning:
Highly competitive pricing announcement

Launch night:
Media were offered interviews with the Masterchef talent; vision of the MasterChef contestants creating apple themed treats was broadcast live outside the store. Additional entertainment included live music and apple themed games for the waiting customers.

Official midnight launch:
Photo opportunities included the first person in the queue being presented with the first iPhone 4 in a cloche by MasterChef judge, and the cutting of a giant iPhone shaped cake.

Documented Results
Results
- Telstra the leading Telco mentioned in coverage
- Advertising Equivalent Value for coverage $1,807,109
- ROI for Telstra of 6.25 : 1
- 75% of Telstra stores sold out of the iPhone 4 in a day
- Mobile hardware revenues grew 37.0% in the half to December 2010
- Positive tone publicity awareness increased from 19% to 57% in June and July. Traditionally, the tone of publicity recalled has been predominantly negative with positive recall being a little less than a quarter.
- Media coverage highlights:
- The Sydney Morning Herald newspaper quote: "Telstra took the biggest bite of the publicity apple."
- All major Broadcast – Channel 10, 9, 7 and Sky News, the number one sports show The Footy Show, and number one breakfast show Sunrise
- Print – Sydney Morning Herald, Daily Telegraph and mX
- Radio – Austereo Hot 30, 2UE and Triple M.