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.
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