TELSTRA turned on…

Agency: DDB

Advertiser: TELSTRA

Author: Rowan Avis

Total Campaign Expenditure: $2 – 5 million

Executive Summary

Digital consumption is having a major impact on Telco retail. The industry is racing to take the lions share of this lucrative market. This is a 'hard sell' as the consumer has got "smart".

Delivering individual relevancy at scale is critical for success. A big brand like Telstra needed to implement big changes to the way it went to market

The solution:

Build a platform, which uses data intelligence to identify who to target and what to communicate, applies customer-centric planning in its creative delivery & attribution modelling to optimise sales performance

Strategic communications challenge

Introduction