Telstra says there’s no need to worry about data in its latest campaign via The Monkeys
Demonstrating the value of its pre-paid mobile plans, Telstra has unveiled its latest campaign via The Monkeys, part of Accenture Interactive, showing all Australians just what it’s like to be on the country’s fastest and most reliable mobile network.
The ‘I’m Not Worried About Data’ platform was born out of the insight that people who use pre-paid are often worrying about data: when it’s going to run out, whether it’s going to be fast and if it will work at all.
The campaign dramatises the feeling of knowing you have the best pre-paid data plan available; Telstra Pre-Paid Max customers aren’t worried about data, no matter what troubling situation they’re faced with.
In an increasingly competitive pre-paid category, the agency’s challenge was to address the tendency of pre-paid users to choose the network that offers the cheapest data.
Says Scott Nowell, co-founder and group chief creative officer, The Monkeys: “Who needs to worry about data when you have more pressing issues to deal with?”
Says David Yung, senior marketing specialist, Telstra: “Promoting our key product feature Data Bank, this new campaign showcases the freedom of not having to worry about data with Telstra Pre-Paid Max on Australia’s best mobile network.”
Telstra’s ‘I’m Not Worried About Data’ will run across digital and social channels.
Client: Telstra
Marketing Principal: Tony Tsianakas
Senior Marketing Specialist: David Yung
Creative Agency: The Monkeys
Group CCO & Co-Founder: Scott Nowell
Creative Director: Jo Sellars
Senior Copywriter: Barnaby Packham
Art Director: Danny Pattison
Business Strategy Director: Hugh Munro
Business Director: Toby Hussey
Account Director: Samar Karim
Senior Account Manager: Jack Stone
Senior Integrated Producer: Sally Lankshear
Production Company: Scoundrel
Director: Tim Bullock
Executive Producer: Kate Gooden
16 Comments
Funny. Silly. Not the usual Telstra. Good one guys.
Lovely stuff.
https://www.youtube.com/watch?v=DwBi2P4xG-s
I think there’s some straws on special in the Aldo centre aisle for you to clutch at…
Clever campaign. Never thought I would have laughed out loud at a Telstra ad… Impressive storytelling. Great use of humour. Tip of the hat to all involved.
I agree with Aldi did it. Same idea. More confusing.
When are the Monkeys going to do something original?
Am I the only one who thinks this is two ads in one. The clever fun stuff, and the bit which they’ve jammed in about ‘i don’t worry about data.’ It literally makes zero sense. The creepy singing jingles are weird as.
It’s been a few hours now and none of your hate mates have stepped in to agree with you, so I’d say yes, James, you are the only one.
Halleluja. ‘Funny’ ads that are actually funny. Freaky satan kid – amazing. So good. Well done.
How cheese
The funny set up just doesn’t roll into the sell for me.
There are bigger things to worry about (like your burning car-wreck or your satan son) so you don’t have to worry about data?
And did Telstra made these bigger things happen? No.
So the role of the brand is…?
Dumb ads.
No metal.
Ya might not be worried about data, but you should be worried about the script.
I witnessed the chicken shop ad in isolation on Instagram, as did many others and as evidenced by the 100’s of comments, no one had any idea what was going. Why didn’t the girl want to eat there? What did it have to do with data? What were they so mad about?
absolute fail.
Isn’t this basically the same concept as some of the Aldi ads and the Toyota ‘Still feeling it’ but done in a weird abstract way that doesn’t work? The couple with the Parents almost works, that’s about it.
very interesting commercials