Effies
Australia
How Telstra Won EOFY by Creating a Branded Sale, Not Just Being a Brand on Sale
Agency
+61
Client
Telstra
Awards
Silver
Telecommunications and Other Services
Bronze
Return on Investment
Finalist
Short Term Effects
Summary
Telstra needed to meet its year-end targets but chose not to compete on price during the End of Financial Year sales. The brand decided to lean into its premium position and create a "more special" branded sale that defied category conventions. By investing in beautifully crafted creative rather than steep discounts, the campaign successfully closed its revenue gap and ended 245% up on network activations, while achieving a projected lifetime value of 16x ROI. This proved that a race to the top doesn't need to start with a race to the bottom.
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 |
| Robyn Magill | Marketing Chapter Lead | 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 |
| Deeptha Chugh | Senior Media Specialist | Telstra |
| Lucy Surace | Senior Media Specialist | Telstra |
| Mike Redfern | Author / Head of Strategy | +61 |
| Blake Crosbie | Co-Author / Managing Director | +61 |
| Matt Springate | Chief Strategy Officer | +61 |
| Wylie Fowler | Planning Partner | +61 |
| Meg Andrews | Senior Strategist | +61 |
| Alexandra Nel | Head of Strategy, Comms | +61 |
| Mark Tallis | Creative Director | +61 |
| Cam Dowsett | Creative Director | +61 |
| Masha Rimsh | Copywriter | +61 |
| Sarah Pang | Client Partner | +61 |
| Maximillian Stanley | Producer | +61 |
| Micah Walker | Chief Creative Officer, Bear Meets Eagle On Fire | +61 |
| Tom Barker | Art Director, Bear Meets Eagle On Fire | +61 |
| Helen Guard | Managing Partner | OMD |
| Michael O’Connor | Business Director | OMD |
| Lauren Doherty | Business Director | OMD |
| Eider Ayestaran | Account Director | OMD |
| Liana Millauro | Account Director | OMD |