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2019 SILVER RETURN ON INVESTMENT
AUSTRALIA
Telstra How not worrying about data took Telstra Pre-Paid from decline to growth
RAN IN: Australia
CLIENT
Telstra
Jeremy Nicholas , Executive Director of Marketing
Tony Tsianakas, Marketing Principal
David Yung, Senior Marketing Specialist
This is the story about Telstra taking on its competitors on their turf and winning.
By tapping into young Australians’ latent anxiety around data in an entertaining way, Telstra was able to connect with this fickle audience, resulting in its most successful pre-paid campaign on record. The digitally-led campaign stemmed the long-term decline and even put Telstra Pre-Paid back into growth.
All this, despite a significant price premium in a commoditised category, an audience that saw Telstra as a brand for their parents, and a string of national network outages.
