Effies
Australia
You don’t need Australia’s best network campaign…until you do
Agency
The Monkeys - Part of Accenture Song
Client
Telstra
Awards
Silver
Other Services
Summary
Telstra’s success is built on the superiority of its network. So, when its competitor networks improved just enough to be seen as ‘good enough’, being on the best network was no longer sufficiently important to justify Telstra’s premium.
This is the story of Telstra demonstrating that ‘good enough’ is not good enough, disregarding the everyday superiority of its network to focus on infrequent, but high-stakes moments when having the best quality network matters.
‘You don’t need Australia’s best network...until you do’ increased customer acquisition by XXX% and drove the biggest uplift in network perceptions ever with an ROI of $X.XX.
Credits
| Author / Senior Planner | Charlotte Marshall | ||||||||
| Author / Head of Planning | Hugh Munro | ||||||||
| Creative Directors | Stuart Alexander and Daniel Fryer | ||||||||
| GM Brand and Channel Marketing | Sam Sherriff | Telstra | |||||||
| Chief Marketing Officer | Jeremy Nicholas | Telstra | |||||||
| Senior Brand Marketing Manager | Ana Vrinat | Telstra |