Case History Database

This case study shows how Telstra and Three Drunk Monkeys bucked a major trend away from fixedline telephony by positioning the Telstra T-Hub as a modern-day family management solution. Before the "For the functional family‟ campaign, the T-Hub struggled for relevance and differentiation. By putting a unique twist on the „slice of life‟ creative approach and by celebrating the not so picture perfect Australian family, the T-Hub managed to emotionally connect with its target audience. In just 6 weeks the T-Hub exceeded sales targets by 42% and made consumers feel more positively towards Telstra.