Telstra: How a 'functional family' injected relevance back into the fixedline home phone

Telstra, the Australian telecoms company, had been dealing with the decline of its important fixed-line business for several years, as consumers looked to mobile and IP-based services.

Telstra: How a ‘functional family’ injected relevance back into the fixedline home phone

Agency: Three Drunk Monkeys

Advertiser: Telstra

Author: Fabio Buresti

Total Campaign Expenditure: $2-5 million

STRATEGIC COMMUNICATIONS CHALLENGE

A category facing extinction

Since 2004, Telstra has been dealing with an ominous challenge - the decline of one of its key revenue and profit streams, the fixedline home phone service. Between June 2009 and June 2010, the number of Australians who did not have a fixedline home phone reached 2.3 Million - a 35% increase in disconnections in just 12 monthsi.

The cause...

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