Telstra G-Forces new ad campaign via BWM
Telstra today launched a new campaign to promote its Next G network’s poll position as the world’s fastest national mobile broadband service, with the release of the new Telstra Ultimate USB Modem.
The campaign, titled “Next G-Force”, developed by BWM, with media by OMD, consists of a brand and retail TVC, press, OOH (out of home), outdoor, digital and experiential, and demonstrates how to live life on the go at high-velocity.
The creative brings the speed and power of the Ultimate product to life using a Manga style cartoon, with the TVC featuring an authentic Japanese voice-over, special effects and an original music score.
Telstra Director Creativity, Innovation, Brand Strategy and Customer Experience, Mark Collis, said: “We’ve stepped out of our traditional ad space to use a creative treatment and situations that are unexpected for Telstra, but make sense, and we hope will get people talking.”
The campaign draws on insight from Telstra research that reveals almost half of all working Australians are spending more time working outside the workplace than they were five years ago, reinforcing the need for faster mobile broadband – at speeds on par with what they can get in the office.
OMD and Telstra have worked with partners to create some communications firsts and generate consumer conversations:
In partnership with Jetstar, Telstra is helping passengers to speed up their journeys in the lead-up to Christmas. Jetstar passengers in Sydney and Melbourne will be invited to show their Telstra or BigPond device at check in to join a priority ‘BigPond Ultimate Check In’ lane and avoid the queue.
Travellers will also be asked to keep their eyes peeled for the BigPond Ultimate Jet – a wrapped Jetstar plane – and enter a competition to take a photo and upload it to Twitter for their chance to win a Jetstar quick break valued at $5,000.
In partnership with the Cross City Tunnel, Sydney drivers will be invited to ‘Next G-Force their journey home’: Telstra will be covering all Cross City Tunnel tolls for commuters between 4pm and 8pm on 18 October, to celebrate the launch of the BigPond Ultimate device.
Creative Agency: BWM, Sydney
Creative Director: Rocky Ranallo
Creative Group Head: Matt Smith
Art Director: Matt Ennis
Copywriter: Daniel Barrett
Agency Producer: Sam Yeomans
Production Company: Kapow Pictures
Director: Mark Gravas
Producer: Sandra Walters
Audio: McCrocodile Audio
Engineer: Peter McCorqudale
Composer: Rajan Kamahl
Media Agency: OMD
Strategist: Jacquie Pierson
Head of Portfolio Planning: Leisa Wood
Account Director: Noel Gate
Account managers: Milton Gan & Natali Popovski
20 Comments
OMG. WTF?
I thought Collis was supposed to make the work better?
Good on you for having a crack though. Maybe next time….
That’s not an authentic Japanese voiceover.
It’s in English.
Yet another creative direction for Telstra. Where’s the Collis unifying influence? A strapline does not a campaign make. And yet again, like the Alexander Graham Bell creative for T-Hub, a creative execution that completely overpowers the product and leaves the viewer (well, this one, certainly) not only none-the-wiser but actually baffled as to exactly what the advertised device does. Oh to be 17 again, and be able to decipher this nonsense.
That’s not authentic Manga either…her clothes don’t fall off in tatters!!
Well, I guess that’s one way to try and impress Collis, a man who’s only just returned from a long stint in Tokyo.
Nice try, no sashimi.
Nice one. Barrett. Like. Lots.
Man, that is wack.
That’s not how you connect.
Having a mercifully brief exposure to a Telco in this industry, I can safely say it’s easier to shove a kilo of crushed glass up your arse than it is to work for clients like this.
Why??? You’d think the fact that these companies are in the business of connecting human beings with each other, would make for some really good work.
But no. 99% of it is painful. And you can usually see the act of forced creation all too clearly in the finished product.
ANImatic.
Even a monkey could do this. Hang on, wait, no they can’t.e
Awesome. Wow that must of been hard pushing that through with that client. Good to see Telstra having a crack at something unexpected. Collis having a Nippon sake flash back?
Is it just me – or is Telstra the Telco equivalent of the United States of Tara?
Look at the positive side, at least they won’t have to pay roll-overs on the talent.
absolute bollocks from BWM and Telstra, yet again.
Apparently, this product actually gets you a mobile broadband connection faster than cable or ADSL2.
Although I’d hate to see this go the way of a ‘bland power’ ‘super retail’ ‘dumbed down’ ‘facts only’ style, it could be a tad more informative and less flashy to get the point across.
i’m with Anonymous! ….@5:49
How is that “authentic Japanese voice-over”? What were they smoking when they decided to make this.
What I like is how I got stopped by security twice for trying to take a photo of the plane. Hmmmm – gotta love a competition where you have to take a photo of a plane… but you’re not allowed to for security reasons!
Does anyone have any idea where the Terms and Conditions or any competition information for that matter is available? There is nothing on the Jetstar or Telstra website, and no one in the Jetstar call centre has any idea about it (I called three different people). The only information seems to be on the Flight Information cards in the plane. Like a normal person, I left the flight infomation card in the plane for the next person, assuming I might be able to find the competition details on the web. How wrong was I!!
Does anyone know where the competition information is please?