100 SIGNS OF CHANGE

Title100 SIGNS OF CHANGE
BrandTELSTRA
Product / ServiceTELSTRA BUSINESS
CategoryA02. Posters
EntrantTHE MONKEYS Sydney, AUSTRALIA
Entrant Company:THE MONKEYS Sydney, AUSTRALIA
Design/Advertising Agency:THE MONKEYS Sydney, AUSTRALIA

Credits

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

Brief Explanation

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.

The Brief

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.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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.