Telstra brings 4G mobile broadband network to life with Sydney harbour stunt via DDB Sydney
CB Exclusive – Telstra has launched its superfast 4G mobile technology with a campaign featuring a day of high-impact street activation, amplified by social media and PR.
The campaign, with the tagline “Telstra 4G. The Fun Has Just Begun” was led by DDB Group Sydney and on launch day featured a programme of unexpected encounters with some of the most entertaining elements of the internet.
Kicking off the proceedings was a choreographed stunt involving 1500 Sydney-siders who, by removing the seven 4G branded t-shirts they wore layered over each other, created a continuous wave of the new Telstra brand colours and ending in the Telstra 4G logo.
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The colourful stunt was followed by performances of five the most talked about people on the internet in iconic locations throughout the city – YouTube sensations Rebecca Black, Evolution of Dance creator Judson Laipply, Dancing Matt and father and daughter duo Jorge and Alexa.
A series of spontaneous musical acts also popped up in unexpected places and filled the streets with live music – including a choir, opera singers, mariachi band, fiesta dance troop and break dancers.
Key content from launch day has been shared through an extensive social media network including a dedicated Telstra 4G microsite, Telstra Blender fan page, Twitter and YouTube.
Supporting the initial activation is a television commercial that launched on Sunday 2 October, alongside print, out of home, digital and ambient activity.
Inese Kingsmill, Corporate Marketing Director, Telstra said: “Telstra’s 4G is all about data consumption on the go so to launch Telstra 4G we took the best parts of the internet and put them on the streets of Sydney.”
Brent Annells, Managing Partner DDB Group Sydney said: “We wanted to create big news around the fact that 4G technology is now available in Australia. We kicked off the high visibility campaign with a huge stunt and on-street activations that were compelling enough that people would want to share on their mobile phone cameras and spread via their social networks. Our hashtag (#4gfun) trending on the day and over 300 videos already uploaded to the internet is proof that our campaign has been creating proof points for the new 4G network.”
Managing Partner – Brent Annells, DDB Group Sydney
Managing Director – Simone Drewry, Mango
Managing Partner – Claire Salvetti, Mango
Amplification Director – Larissa Best, Mango
Senior Executive Producer – Brooke Alldis, Mango
Production Director – Michael Ozard, Mango
Executive Creative Director – Dylan Harrison, DDB Sydney
Group Creative Directors – Rupert Hancock, Cam Hoelter, DDB Sydney
Strategic Planner – Anna Kismet, James Quinlan, DDB Sydney
Creative Team – Dave Shirlaw, Duncan Shields, Erica Valenti, DDB Sydney/Mango
Director – Mike Purcell, Chief Entertainment
Producer – Marcel Varnel, Chief Entertainment
Floor Manager – Debbie Williams, Generate
Editor – Sam Andruszkiewicz, Telstra
Casting – MCTV
Chief Marketing Officer – Mark Buckman, Telstra
Corporate Marketing Director – Inese Kingsmill, Telstra
Brand Marketing Manager – Kieran O’Donnell, Telstra
Director of Creativity and Brand Content – Mark Collis, Telstra
PR Manager – Ali Caldicott, Telstra
13 Comments
Great campaign for Canon, some of their best work.
Great ad for British Airways, and, of course, Carlton Draught, who took the piss out of massive corporations who did ads like this because they had nothing else to fucking say.
Absolute shit.
But hey, it’s Telstra. No funky track can hide the monster they are.
Who the hell saw the stunt? The gardeners at Mrs Macquarie’s Chair? You know an idea (*cough* flash mob) is shit when the only people exposed to it are the promo kids hired to do it.
Oddly enough, BA had an idea because all the people making the face were being reunited by BA.
Carlton Draught had all the people turn into a drinking man.
Telstra had… well. They didn’t choose to let us know anything other than show us a logo.
Awful.
“Campaigns” like this are the reason we should introduce ‘The Razzies’ for advertising.
‘The Razzies’ for advertising, great idea. Lets get it up and running. This has to be a contender.
What a pile of crap. What are Telstra doing at the moment? Their work is going backwards, if that is possible.
Oh GOD! Look at all the credits – just look at them…………….for what???? They haven’t inspired anyone – not a single soul.
“…over 300 videos already uploaded to the internet.”
Wow. That’s just superb. And in a city the size of Sydney too.
– And the fact that the Iphone 4S doesn’t even work on your 4G network makes the whole thing just SO Telstra.
The world is rallying in public places to demonstrate for social justice, and the 20 people credited in this stunt have gathered a paid crowd in Sydney to demonstrate Telstra’s mobile network.
About as spontaneous as a corporate bored meeting, and yes the pun is intended.
Lame does not begin to say it all really.
Talk about disappearing up your own arse Telstra.
This brand has never had a clue, and while it still has the highest revenue in the industry, the majority of that is off of longstanding brand recognition, like Qantas, another serial marketing offender.
Only in Australia could two companies so reviled by the public in general for their higher prices, for abominable customer service, and truly meat-fisted marketing and advertising by-and-large still continue to survive.
It’s a testament really to the local public’s conservative leanings as very lazy consumers, as much as for the anti-competitive environment in general.
23 million people at the edge of the world who don’t seem to mind being buggered by the vendors who bring them their products and services . . . lambs to the slaughter in more ways than one.
It’s not 4G it’s Telstra FakeG created by them Ericsson retards.
LTE-Basic in America and Europe use 700Mhz, this silly network operates at 1800Mhz and needs special phones commissioned to work on it.