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Telstra Sends Aussies The Most Important Text Message

Creative 229 Add to collection

New campaign developed by The Monkeys is to promote its new Telstra Plus offering

Telstra Sends Aussies The Most Important Text Message

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 We really, really don’t want you to miss out.”

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Production Company

Director: The Glue Society

DOP: Jordan Maddocks

Editor: The Glue Society

Executive Producer: Jasmin Helliar

Managing Director: Michael Ritchie

Music: Song Zu

Music Composer: Ramesh Sathiah

Post Production: The Glue Society Studios

Producer: Jasmin Helliar, Alex Kember

Production Company: Revolver / Will O’Rourke

Sound Design: Song Zu

Sound Designer: Simon Kane

Creative Agency

Account Director: Amanda Porritt

Account Executive: Will Davies

Art Director: Amanda Alegre

Business Director: Toby Hussey

Business Strategist: Hugh Munro

Copywriter: Pierce Thomson

Creative Agency: The Monkeys Sydney

Creative Director: Ben Sampson

Group Chief Creative Officer: Scott Nowell

Head of Production: Penny Brown

Producer: Katie Bassett

Senior Account Manager: Jack Stone

Senior Producer: Kaija Wall

Categories: Utilities, Mobile Network

The Monkeys, Mon, 13 May 2019 03:28:10 GMT