| Title | DOWN UNDER |
| Brand | TELSTRA |
| Product / Service | OLYMPIC SPONSORSHIP |
| Entrant | DDB Sydney, AUSTRALIA |
| Entrant Company: | DDB Sydney, AUSTRALIA |
| Advertising Agency: | DDB Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Dylan Harrison | Ddb Group Sydney | Ecd |
| Rupert Hancock | Ddb Group Sydney | Cd |
| Brent Annels | Ddb Group Sydney | Managing Partner |
For two weeks Australia held its breath as the nation focused their attention on their Olympic Athletes in distant London. So how could Telstra help connect Australians at home with their athletes abroad? Through a rallying cry for all Australians at home and in London to sing an anthem together as one.
To kick things off we launched a social campaign directed at expats in London to help Colin start recording. From a wet afternoon in Regent’s Park, to a river cruise down the Thames, momentum started to gather and the numbers swelled. An impromptu gig in Islington led to a packed house at a concert hall in Shepherd’s Bush that evening. Meanwhile back home recording booths in the shape of red phone boxes started popping up in key T-Life stores. From the sublime to the determined Aussies sang their hearts out. We brought Colin back to Australia and raised the stakes. From singing with a school choir in Sydney to inspiring 35,000 Broncos fans to roar in unison in Brisbane. Seeded content was pre-released into the community and the humble concept of unity took a life of its own. Behind the scene footage complemented an on air teaser campaign. This generated anticipation for the release of the 60" TVC which aired during the opening ceremony. All messaging pointed viewers to the Hero Message program.
Twitter lit up and the response was overwhelming. In an unprecedented move the Australian Olympic Commitee decided to play the launch spot to the Australian athletes at the flag-bearers' ceremony in London. Additional measures: • Over 74,000 Hero Messages sent. • Over 230,000 YouTube views without any ad spend – 460% of target. • The most shared Facebook video in Telstra’s history. • Positive mentions of Telstra increased 136%. • Telstra’s highest likeability score of any ad in recent years at 82%. • AdNews Best Ad of the Olympics (with 63% of the vote). • Mumbrella Ad of the Month for July. • Sweeney Research determined it was the most successful ad campaign of the Olympics.