Telstra is making sure Australians see the text message announcing its new rewards program, Telstra Plus, in a new campaign from The Monkeys, part of Accenture Interactive.

We’ve all received hundreds of text messages from our phone providers in the past. But with a text message as important as the one announcing its new rewards program, Telstra decided to send it way beyond people’s phones – plastering it on a blimp, posting it to the Goulburn Ram, and even hiring world famous crooner Michael Bublé to read it.

That’s not all: In the coming days, ‘The Most Important Text’ will be covering billboards, painted by artists and baked into cupcakes. It will interrupt the footy, take over websites and appear on our most popular TV shows. And just as the text pops up all across Australia, Telstra will send it to people’s phones, too.

The new free-to-join loyalty rewards program lets eligible customers earn points towards devices and accessories, along with other benefits.

Says Ben Sampson, creative director, The Monkeys: “A rewards program like Telstra Plus should be fun and feel rewarding in itself. Rather than just rolling it out, Telstra decided to play with the creative and use the announcement to engage with their customers even more.”

And just to make sure everyone got it, Telstra wanted to send the text here too.

“Hi, Telstra Plus is here! It’s our new rewards program that lets you earn points towards devices and more, from May 14. It’s our way of saying thanks. Join today at telstra.com/plus. We really, really don’t want you to miss out.”