DIGITAL MUM 2.0

Short List
TitleDIGITAL MUM 2.0
BrandTELSTRA
Product / ServiceTELECOMMUNICATIONS PROVIDER
CategoryA07. Best Use of Digital Media, Including Social Media, Mobile Phones, PDAs etc.
EntrantDDB SYDNEY, AUSTRALIA
Entrant Company:DDB SYDNEY, AUSTRALIA
Advertising Agency:DDB SYDNEY, AUSTRALIA
Media Agency:OMD AUSTRALIA Pyrmont, AUSTRALIA

Credits

Credits

Name Company Position
Matt Eastwood DDB Sydney Creative Director
Steve Wakelam/Grant McAloon DDB Sydney Creative Group Head
John Downing/Matt Knapp DDB Sydney Creative Team
Brent Annells DDB Sydney Board Director
Matt Grogan DDB Sydney Digital Creative Director
Ferdinand Haratua DDB Sydney Technical Director
Simone Drewry Mango Sydney Managing Director
Peeyoosh Chandra Digital Planning Director & Social Media Planner
Diane Chua Strategy Planner & Social Media Planner
Phil Beresford, Max Kitchen Digital Creative Team
Karlo Kempis, John Jordan, Ivan Yip, Dhani Sutanto Tribal DDB Sydney Digital Designers Tribal DDB Sydney
Veronica Makiv, Larissa Neary, Susan Bennett Business Management
Claire Seffrin Agency Producer
Russell Montgomery Print Production Manager
Jason Young Designer
Rebecca Newman Digital Producer
Annabelle Lloyd, Erica Valenti, Simone Drewry Publicity
Greg McMaster SET Japan Creative Planner QR Code Design
Junko SET Design QR Code SET Japan Design
Nicki Willoughby OMD Digital Account Director
Priya Patel OMD Digital Planner/Buyer
Stu McFadyen Chief Entertainment Director
John Lamble Chief Entertainment Production Company Producer

Results and Effectiveness

We were able to successfully build an online community of mums engaged in the use of technology. • A growing Facebook community of over 5,141 mothers and kids with over 56,000 page views on Facebook fan page and 3,432 video views on Facebook • Over 12,337 tutorials viewed online (goal was 10,000) • 5,600 online digital make-overs • 1,394 Mums ‘dobbed in’ (goal was 1,000) • 1,973 Mums dobbing themselves in (goal was 1,000) • 8,905 video views on YouTube • PR reaching over 13.7 million people globally with 76 press clippings and counting.

Creative Execution

• An Australian first, custom-designed QR code for outdoor so kids could ‘Dob in Mum” for a digital makeover through their mobiles. • A fictional family that re-enacted common Facebook scenarios in the real world in a series of six video tutorials which were informative, engaging and funny enough for kids to relate to and send around. • An instructional booklet was inserted in Australian Women’s Weekly, one of Australia’s largest circulating women’s magazines. • We enlisted one of Australia’s best known female comedians, and social demographer to lead a national PR campaign across television, radio and print. • Every touch point led online – to the Mum 2.0 website, which provided instant connectivity with the Digital Mum Facebook page. Here, kids could dob in their mums and mums could share advice, win weekly prizes as well as take a final “exam” to become a fully accredited Mum 2.0

Insights, Strategy and the Idea

We did a social media investigation of conversations about parents connecting with their kids online. We uncovered a unique social insight which represented an incredible opportunity for Telstra to bring mums and children together. Our research of nearly 10,000 online conversations pointed to a need to overcome what we dubbed as the “OMG – Mum’s on Facebook” issue, the strategic idea was for Telstra to give Australian mum’s a “Digital Makeover” so they felt more confident connecting with their kids, that kids were less worried about Mum embarrassing them on their Facebook wall. We developed a multi-channel campaign to effectively communicate separately to mums and kids (traditional for mums and non-traditional for kids). By tailoring media to the message, and driving both channels to a single online point, we successfully unified two very different markets ensuring pro-active initiative established Telstra as the enabler, providing real utility and value.