Telstra Mum 2.0 - Net Etiquette

This case study - a Silver winner at the 2010 APG Creative Strategy Awards - shows how DDB Sydney investigated how parents interact with their children online to inform a new iteration of the long-running 'Call Mum' campaign from Telstra.

Telstra Mum 2.0

Dan Pankraz, Brent Annells, Peeyosh Chandra and Diane Chua

This is the story of how planning tackled the online generation gap and helped Aussie Mums become more digitally savvy.

Tasked to extend Telstra's Call Mum Campaign digitally, DDB Sydney did a social media deep dive investigation of conversations about parents connecting with their kids online. What we uncovered was a unique social insight, which represented an incredible opportunity for Telstra to bring Mums and kids together.

Our research of over 10,000 online conversations pointed to a need to overcome...

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