Telstra: ONE LAPTOP PER CHILD by OMD Sydney for Telstra

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Telstra: ONE LAPTOP PER CHILD

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Industry Electronic Devices & Home Appliances
Media Promo & PR
Market Australia
Agency OMD Sydney
Producer Nathan Richman
Released June 2011

Awards

Cannes Lions 2011
Media Lions Corporate Image & Information Bronze

Credits & Description

Type of Entry: Product & Service
Category: Corporate Image & Information
Advertiser/Client: TELSTRA
Product/Service: TELSTRA BRAND
Entrant Company: OMD Sydney, AUSTRALIA
Media Agency: OMD Sydney, AUSTRALIA

Account Director: Noel Gate (OMD)
Communications Manger: Melanie Watson (PULSE COMMUNICATIONS)
Account Director: Dannika Coleman (DROGA 5)
Group Account Director: Naren Sanghrajka (DROGA 5)
Integration Manger: Brad Timmins (SMG RED)
Producer: Nathan Richman (PROJEKTA)
Account Manager: Katrina Jones (OMD)
Strategy Director: Jacquie Pierson (OMD)

Results and Effectiveness:
Year on year the brand health statement ‘TELSTRA is a community minded brand’ increased by a huge 53% against family segments. We received positive support from the community “A good idea – an act of generosity otherwise some kids wouldn’t get the benefit of technology - makes you feel better about TELSTRA.” – Anne McGregor, family respondent. Additionally over 50,000 texts of support were received from the public.
Creative Execution:
Through TV and online we invited Australians to text in, and for every 100 texts from the community, TELSTRA would donate an XO Laptop to One Laptop per Child Australia. Through this initiative, 500 additional laptops were donated to children in remote communities within Australia

Media partnerships enabled us to access Australian celebrities. These familiar celebrities uncovered the stories of the children who had received an XO laptop. From this, we produced a 30 minute television show that ran on free to air television. Then, we leveraged the show into the mediums our celebrity presenters were from.

The content ran on television on Sunrise and in The Morning Show. In magazines we ran feature advertorials and online we ran the content across a wide range of websites and on the TELSTRA website.
Insights, Strategy and the Idea:
Telstra, the biggest telecommunications company in Australia, has 40% market share
and invests 40% more than the nearest competitor on advertising.

However, 45% of Australians dislike the brand.

With no control over product or price we needed find a way to get people talking positively about Telstra.

We were targeting Australian families, who are extremely passionate about the community. They believe that children in the community, whatever their background should have equal learning opportunities. By tapping into this insight we could convince them that Telstra genuinely cares for the community.

The strategy was to increase the opportunity for children in remote communities to learn through the technology of the XO laptop with the ‘One Laptop Per Child Australia’ charity, and then tell the stories of their dreams being discovered and nurtured with the support of Telstra.

Our idea - the one laptop per child Australia cross platform documentary