Title | 100 SIGNS OF CHANGE |
Brand | TELSTRA |
Product / Service | TELSTRA BUSINESS |
Category | A02. Posters |
Entrant | THE MONKEYS Sydney, AUSTRALIA |
Entrant Company: | THE MONKEYS Sydney, AUSTRALIA |
Design/Advertising Agency: | THE MONKEYS Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Justin Drape | The Monkeys | Executive Creative Director |
Justin Olding | The Monkeys | Creative Director |
Ben Yabsley | The Monkeys | Copywriter |
Rob Concepcion | The Monkeys | Art Director |
Brett Thurston | The Monkeys | Production |
Anthea Wright | The Monkeys | Designer |
Alice Quiddington | The Monkeys | Art Buyer |
Matt Michael | The Monkeys | Strategic Business Director |
Nick Jackson | The Monkeys | Senior Content Director |
Tom Hart-Brown | The Monkeys | Content Manager |
Grace Mooney | The Monkeys | Content Executive |
Sam Joseph Felix | Artist | |
Mike Watt | Artist | |
Jeremy Lord | Artist | |
Peter Watson | Artist |
For starters, our targets were extremely ambitious, with a 25% conversion rate required. So we needed something that helped to make the changing attitudes of Australian workers more tangible for CIOs. We wanted to provide them with evidence of this revolution that would be surprising to receive and give us the impact we needed. CIOs are notoriously time-poor, and those that we targeted are constantly inundated with communications of all sorts, so we needed an execution that was not only relevant but that would cut through the noise.
A workplace revolution is underway in Australia. Employees increasingly expect to be able to work from anywhere, at any time, and on any device. In fact, 70% said that this flexibility would impact on choosing one job over another. Despite this, most Australian employers are not technologically equipped to provide true flexibility - making it hard for them to attract and retain top talent. Our brief from Telstra was to make CIOs aware of this shift in behavior and encourage them to attend a workshop to map out an ICT solution that would help them meet these changing demands.
We took the top demands of Australian workers and turned them into 100 demonstration signs. The signs featured 20 different lines and were hand-created by specially commissioned artists to ensure that they felt authentic. These signs were sent to 100 of the most prominent CIOs in the country, with each one receiving a unique artwork that not only helped them understand that the demands of Australian workers are changing, but showed them how to effectively respond to these changes.
The task was to create leads for 25 CIO's to attend a one-on-one workshop with Telstra, but our posters created somewhat of a revolution themselves, generating 56 CIO leads. The result? A 56% conversion rate and 224% of target achieved.