Telstra is encouraging Australians to thrive on a new kind of network in its latest brand work from The Monkeys.
The campaign, which aired on TV last night, aims to show the increasing importance of network speed and reliability in people’s day-to-day lives and also as a key building block of economic growth.
It draws on Telstra’s strengths in mobile, Telstra Air Wi-Fi, home, and global enterprise and business services into a ‘one network’ story.
The 60-second spot presents the possibilities technology can offer in the not-too-distant future, including augmented reality, driverless cars, drones and hologram phone calls.
“For all this magic, you aren’t just going to need a bigger network; you are going to need an all new type of network. One that is ready for all that is ahead of us,” the voiceover says.
“A network that travels with you far from home; a network that will make a store, talk to a cow, a cow to a farmer, a truck to your fridge to your car…. It’s a magical time to be alive.”
It finishes with the tagline: “Thrive on a new kind of network.”
The campaign is also supporting by advertising on Snapchat, including vertical video ads with the goal of extending the reach of the network-focused push.
The work is a continuation from Telstra’s 2016 magic alignment, with an update to the “thrive on” slogan. It uses the song ‘Claire De Lune’ from Flight Facilities. Telstra recently launched a trio of ads that promoted its streaming and data offerings.
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