Results and Effectiveness

Did the campaign achieve our KPI of addressing negative attitudes towards Telstra? Absolutely!! With no other brand communication in market, period on period the brand statement ‘Telstra is a community minded brand’ increased 53%. OLPCA has set a target of reaching all 400,000 disadvantaged Australian children by 2014. Telstra has committed to help OLPCA achieve this target. The business & community benefits of Telstra’s 2010 partnership are set to continue. The initiative genuinely inspired the community. 50,000 texts of support were received 3 weeks prior to campaign end. Equating to More Laptops + More Public Awareness + More Telstra Love

Creative Execution

Success entailed 2 critical elements: 1. BIG, NATIONAL media platform 2. CREDIBLE FACE - a bridge between Telstra (‘Corporate’) & Australian families (Community) Solution: A partnership with 7 - Australia’s #1 network. Through this partnership we gave the corporate a community face – popular Australian celebrities to narrate & validate the showcase. Celebrity choice was critical. ’Good-guy’ celebs who wouldn’t risk their own popularity and reputation for a big corporate meant we could successfully connect with families. We sent them to places in need of a fair go - Laptops and crew in tow. Filming it all: Celebrity stars; Laptop co-stars; under-privileged community and child beneficiaries. And we invited our target in. For every 100 texts of support, Telstra donated another Laptop. And we showcased it: - An FTA documentary - In-program segments (including #1 breakfast show) - Editorial & Advertorial throughout 7’s print & digital magazine division (including #2 title)

Insights, Strategy and the Idea

Telstra dominates in Australia. It dominates the Telco market, the broadband network, and sometimes the headlines. The Australian psyche isn’t about dominating (unless it’s sporting prowess … or anything v’s New Zealand). The Australian psyche is all about “a fair go”. Supporting the community. And demonising dominating corporates. Almost HALF the Australian population disliked dominating Telstra. We needed to help Telstra convince Australian families that this big corporate was actually really community minded. Because Telstra WAS involved in the community. It’s partnership with One Laptop per Child Australia was real and effective. But no-one knew about it. Clearly our role & KPI was to enhance this program & partnership, garner public awareness & support. So we showcased it - as a believable and genuine cross platform documentary. Demonstrating Telstra’s role in providing a fairer go for children in remote communities. More Laptops = More public awareness = More Telstra love.