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...