Telstra finds its funny side in nationwide outdoor push

Josh McDonnell
By Josh McDonnell | 13 April 2018

Telstra's new campaign uses humour to convey the network's reliability, speed and position as Australia's largest telco.

The campaign, by The Monkeys and R/GA Sydney, revolves around topical and pop culture-based messages across digital and out-of-home.

The campaign has been designed to engage customers on their mobile phones through highly-visible content, with ads appearing on large format billboards, bus shelters, train stations, in shopping centres and across all forms of digital media.

Examples of the creative messaging includes “faster than a reality TV relationship” and “as reliable as slippers for Mother's Day”.

The campaign will run across Sydney, Melbourne, Brisbane, Gold Coast, Perth, Adelaide and Canberra.

As part of the campaign, R/GA Sydney created a social campaign and virtual newsroom in which teams are tasked to devise and place live headlines and reactions to events across major online news sites.

Around 80 messages will be delivered through sport, entertainment, culture and across news pages over the course of the campaign.

The campaign builds from our brand promise to create better ways to empower everyone to thrive in a connected world. It’s also anchored in our vision, which is to become a world class technology company that empowers people to connect,” Telstra CMO Joe Pollard says.

We’re proud to offer the biggest, fastest, most reliable mobile network coverage in Australia. And while the extent of our national coverage is well known, and we want to remind customers that we have great mobile coverage in all Australian cities.

Our new campaign reframes our network capabilities in a warm, friendly, authentic way that we hope will make people smile.”

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