Effies
Australia
How Telstra Beat the Unbeatable Year by Creating a Brand-led Christmas Ecosystem Not Just Another Christmas Campaign
Agency
Bear Meets Eagle On Fire
Client
Telstra
Awards
Silver
Telecommunications and Other Services
Silver
Short Term Effects
Summary
Facing mounting challenges and an "unbeatable" record set the previous year, Telstra’s Christmas campaign set out to defy expectations. Instead of a complete creative reset, the brand built on its effective foundations, opting for purposeful evolution. The campaign proved that creative cohesion could outperform strict consistency and that brand-led acts of generosity could shift perceptions. This strategy successfully exceeded all total revenue and new mobile activation targets, demonstrating that with the right approach, even a record-breaking year can be beaten.
Case study
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Credits
| Anna Jackson | Co-Author / Head of Creative Excellence | Telstra |
| Brent Smart | Chief Marketing Officer | Telstra |
| Alita Mcmenamin | Head of Brand and Sponsorship | Telstra |
| Dene Mackenzie | Brand Manager | Telstra |
| Stephanie Fredericks | Senior Marketing Specialist | Telstra |
| Annabel Hudson | Marketing Specialist | Telstra |
| Candice Neels | Senior Retail Marketing Specialist | Telstra |
| Tamara Saleh | Retail Marketing Specialist | Telstra |
| Paula Marreiros | Media & Marketing Operations Lead | Telstra |
| Robert Aoukar | Senior Media Specialist | Telstra |
| Micah Walker | Chief Creative Officer | Bear Meets Eagle On Fire |
| Paul Gregson | Creative Director | Bear Meets Eagle On Fire |
| Ian Williamson | Creative Director | Bear Meets Eagle On Fire |
| Tom Barker | Art Director | Bear Meets Eagle On Fire |
| Emma Wright | Senior Producer | Bear Meets Eagle On Fire |
| Jenny Grant | Producer | Bear Meets Eagle On Fire |
| Hanne Haugen | Business Lead | Bear Meets Eagle On Fire |
| Mike Redfern | Author / Head of Strategy | +61 |
| Blake Crosbie | Managing Director | +61 |
| Sarah Pang | Client Partner | +61 |
| Cohen Chaplin | Account Director | +61 |
| Alexandra Nel | Head of Strategy (Connections) | +61 |
| Kirsty Harley-Miers | Connections Strategist | +61 |
| Helen Guard | Managing Partner | OMD |
| Michael O’Connor | Business Director | OMD |
| Lauren Doherty | Business Director | OMD |