Case History Database

This is the story about Telstra taking on its competitors on their turf and winning. By tapping into young Australians’ latent anxiety around data in an entertaining way, Telstra was able to connect with this fickle audience, resulting in its most successful pre-paid campaign on record. The digitally-led campaign stemmed the long-term decline and even put Telstra Pre-Paid back into growth, generating $X.XX of profit for every dollar spent. All this, despite a significant price premium in a commoditised category, an audience that saw Telstra as a brand for their parents, and a string of national network outages.

	Chief Creative Officer/Co-Founder		Scott Nowell
	Creative Director		Jo Sellars
	Business Strategy Director		Hugh Munro
	Content Director		Samar karim
	Senior Producer		Sally Lankshear
	Group CEO/Co-Founder		Mark Green
	Chief Strategy Officer/Partner		Fabio Buresti
	Business Director		Toby Hussey
	Executive Director of Marketing		Jeremy Nicholas		Telstra
	Marketing Principal		Tony Tsianakas		Telstra
	Marketing Principal		Dean Sofianopoulos		Telstra
	Marketing Specialist		David Yung		Telstra