Case History Database

Competing for customers in market on a monthly basis, the Pre-Paid mobile category became stuck in a downward spiral of price promotions and bonus data that had devalued every brand’s offering. With its customer base in free-fall and a price premium that made it tough to win a race to the bottom, Telstra stepped away from short-termism and looked ahead – rediscovering its unique value, rethinking its audience, and committing to a strategy, idea, and a culture of ongoing iteration, for the long term. The resulting campaign tapped into young Australians’ nagging anxiety around their mobile data in an entertaining way, helping Telstra connect with this fickle audience, becoming the brand’s most successful Pre-Paid mobile campaign on record.

Mark Green	Group Chief Executive Officer and Co-Founder
Scott Nowell	Group Chief Creative Officer and Co-Founder
Tara Ford	Chief Creative Officer
Matt Michael	Managing Director
Fabio Buresti	Design Lead
Hugh Munro	Chief Strategy Officer
Charlotte Marshall	Senior Planner
Vince Lagana	Executive Creative Director
Daniel Fryer	Creative Director
Stuart Alexander	Creative Director
Belinda Drew	Client Chief Officer
Amanda Porritt	Senior Business Director
Samar Karim	Account Director
Tim Wilson-Brown	Experience Strategy Director
Penny Brown	Head of Production
Fabio Buresti	Design Lead ANZ	Accenture Song