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


Belgiovane Williams Mackay

Hristos Varouhas            Author, Planning Director, Strategic PlanningSimon Hadfield               Group Account Director, Account ServiceRob Belgiovane               Executive Creative Director BWM, Creative


Telstra BigPond

Amanda Johnston          Director – Sales and MarketingChantal Walker             General Manager, Brand Advertising and MediaJo Feeney                      Marketing ManagerBen Spry                        Manager – Strategy and Operations


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.


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