Telstra amps up entertainment brands in latest campaign

Rachael Micallef
By Rachael Micallef | 24 August 2016

Telstra has launched a campaign uniting its entertainment offering under one platform for the first time.

The campaign, from R/GA Sydney, OMD and Wellcom continues on from the telco's recent brand refresh, showcasing the “magic of technology” and using the new tagline of “thrive on”.

This latest iteration pushes its home and mobile entertainment offering highlighting Telstra as 'the most entertaining place on earth”.

It could be seen as an attempt to take on rival telco, Optus, which has ambitions to be a mobile-led entertainment business, by racking up content deals such as securing the rights to the EPL. Optus has launched a number of ads of late to push the positioning.

Telstra relaunched its entertainment pack with three-month free subscriptions to streaming services including Netflix, Stan and Presto on selected mobile plans last week.

Telstra retail marketing executive director Jeremy Nicholas says: “We wanted to build on the momentum from our recent brand refresh and demonstrate the superiority of our entertainment offering both at home and on the go.

“The creative heroes our sports, entertainment and music partners and truly embodies the unrivalled entertainment experience on Australia’s best network that you receive as a Telstra customer.”

R/GA Sydney ECD Gavin McLeod says: “It’s been a very collaborative process with Telstra and an array of other partners. We’re extremely proud of the work we’ve done and the relationships we’ve created along the way.”

The campaign will be running across TV, OOH, digital, programmatic, social, owned channels, sponsorship and stores.

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