Telstra BigPond - How a leader delivered outstanding results by out-thinking the challengers

This 2005-06 campaign for Telstra's BigPond broadband offer aimed to encourage broadband take-up and reverse Telstra's declining share, and, specifically, to raise it from 39.7% to 41.5% over the 12-month campaign period.

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:...

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