In a joint effort The Monkeys and R/GA Sydney
have created a national network campaign for Telstra to communicate the
strength of its mobile network.
The campaign revolves around contextual, topical and pop culture-based messages across digital and out of home.
campaign is designed to be highly visible where and when customers are
out and about using their mobiles most, appearing on large-format
billboards, bus shelters, train stations, in shopping centres, and
across all forms of digital mainstream and social media.
The campaign is weighted towards the urban metro environments of Sydney,
Melbourne, Brisbane, Gold Coast, Perth, Adelaide, and Canberra.
Sydney created a social campaign and virtual newsroom in which the
agency and Telstra representatives work together to devise and place
live headlines and reactions to events across major online news sites.
estimated 80-plus messages will be delivered through sport,
entertainment, culture and across news pages over the course of the
Says Telstra's group executive of media and chief
marketing officer, Joe Pollard: "The campaign builds from our brand
promise to create better ways to empower everyone to thrive in a
connected world. It's also anchored in our vision, which is to become a
world class technology company that empowers people to connect.
proud to offer the biggest, fastest, most reliable mobile network
coverage in Australia. And while the extent of our national coverage is
well known, and we want to remind customers that we have great mobile
coverage in all Australian cities. Our new campaign reframes our network
capabilities in a warm, friendly, authentic way that we hope will make