Telstra BigPond – How a leader delivered outstanding results by out-thinking the challengers
Agency | Belgiovane Williams Mackay Hristos Varouhas Author, Planning Director, Strategic PlanningSimon Hadfield Group Account Director, Account ServiceRob Belgiovane Executive Creative Director BWM, Creative |
Client | Telstra BigPond Amanda Johnston Director – Sales and MarketingChantal Walker General Manager, Brand Advertising and MediaJo Feeney Marketing ManagerBen Spry Manager – Strategy and Operations |
Objective: | Arrest BigPond's market share decline (-2.4% in the equivalent pre-campaign period) at a time which coincided with significant ‘bashing’ of BigPond's parent brand Telstra, due to its flagging T2 share price. |
Results:... |