Effies
Australia
Hello Christmas: How Telstra won the toughest festive fight ever by adding a little Christmas spirit
Agency
The Monkeys - Part of Accenture Song
Client
Telstra
Awards
Silver
Insight & Strategic Thinking
Bronze
Telecommunications and Other Services
Case Study
Summary
This is a Christmas tale about how – against the strongest of headwinds - Australia’s leading telco managed to exceed all its Mobile Revenue, Activation, and Market Share targets, have a significant impact on Strategic NPS, Brand and Reputation Scores all while achieving positive ROI.
With tough objectives to grow Post- and Pre-paid mobile revenue, revenue, activations, and market share, this paper demonstrated how a fully integrated Christmas campaign - connecting emotional brand storytelling, an immersive brand experience and retail assets into one impactful and integrated campaign led to success.
And it shows that even in the strongest of headwinds, growth is possible, with a little Christmas spirit.
Case study
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Credits
| Milla McPhee | Author / Chief Strategy Officer | The Monkeys, part of Accenture Song |
| Mark Green | Chief Executive Officer & Co-Founder | The Monkeys, part of Accenture Song |
| Matt Michael | Managing Director | The Monkeys, part of Accenture Song |
| Ant Keogh | Chief Creative Officer | The Monkeys, part of Accenture Song |
| Romanca Mundrea | National Head of Production | The Monkeys, part of Accenture Song |
| Penny Brown | Head of Production | The Monkeys, part of Accenture Song |
| Belinda Drew | Chief Client Officer | The Monkeys, part of Accenture Song |
| Brona Kilkelly | Senior Strategist | The Monkeys, part of Accenture Song |
| Hugh Gurney | Creative Director | The Monkeys, part of Accenture Song |
| Connor Beaver | Creative Director | The Monkeys, part of Accenture Song |
| Emmalie Narathipakorn | Art Director | The Monkeys, part of Accenture Song |
| Stephen Leupen | Senior Designer | The Monkeys, part of Accenture Song |
| Amanda Porritt | Group Business Director | The Monkeys, part of Accenture Song |
| Alex Austin | Senior Business Director | The Monkeys, part of Accenture Song |
| Georgia Wong | Business Executive | The Monkeys, part of Accenture Song |
| Jade Rodriguez | Senior Broadcast Producer | The Monkeys, part of Accenture Song |
| Henry Welch | Senior Integrated Producer | The Monkeys, part of Accenture Song |
| Glendyn Ivin | Director | Exit Films |
| Leah Churchill Brown | Executive Producer | Exit Films |
| Alice Grant | Producer | Exit Films |
| Germaine McMicking | DOP | Exit Films |
| Brent Smart | Chief Marketing Officer | Telstra |
| Anna Jackson | Head of Creative Excellence | Telstra |
| Alita McMenamin | Head of Brand & Network Marketing | Telstra |
| Maria Rizzo | Senior Brand Specialist | Telstra |
| Stephanie Fredericks | Senior Marketing Specialist | Telstra |
| Genelle Sharples | Principle Media Sponsorships, Awards & Experiential | Telstra |