TELSTRA turned on…
Author: Rowan Avis
Total Campaign Expenditure: $2 – 5 million
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
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