BIG SELFIE STICK

TitleBIG SELFIE STICK
BrandTELSTRA
Product / ServiceTELSTRA BRAND
CategoryB08. Use of Stunts
EntrantR/GA SYDNEY, AUSTRALIA
Idea Creation R/GA SYDNEY, AUSTRALIA
Media OMD SYDNEY, AUSTRALIA
Production R/GA SYDNEY, AUSTRALIA
Production 2 TONGUE Sydney, AUSTRALIA

Credits

Name Company Position
Elle Brown Tongue Business Director
Laura Hill Tongue Strategist
Stephanie Delhey Tongue Art Director
Jeff Mimery Tongue Creative Director
Ryan Price Creative Director Creative Director
Goran Grce Tongue Designer
Tom Douglas Tongue Designer
Ashleigh Kady Tongue Producer
Jaime Whyte Telstra Group Manager Partnerships - Telstra Loyalty
Dane Van Veen R/GA Sydney Art Director
Peter Mountford R/GA Sydney Copywriter
Chris Rollings R/GA Sydney Executive Producer
Elizabeth Bourke R/GA Sydney Account Director
Janathan Pease R/GA Sydney Executive Ideas Director
John Du Vernet R/GA Sydney Managing Partner
Hamish Stewart R/GA Sydney Executive Creative Director
Gavin McLeod R/GA Sydney Executive Creative Director
AJ Musial R/GA Sydney Creative Director
Jeff Donios R/GA Sydney Senior Technology Director

The Campaign

We identified two key things that spring boarded us into our idea: Our target love taking selfies and Splendour in the Grass is one of the ultimate places to take a selfie. Most selfies at festivals look the same - poor lighting, average backdrop, and not enough space for multiple friends. Then, in April, when it was announced nationally that selfie sticks were banned at Splendour 2015, the scene was set! We saw an opportunity to bring to life Telstra’s brand message, ‘It’s How We Connect’, by creating the biggest selfie stick in the world. Taking inspiration from Australia’s love of BIG things, like the Big Banana and Big Prawn, we knew that the Splendour audience would be amused by something so kitsch and that it would be even more surprising coming from a large corporate brand, like Telstra.

Creative Execution

When it was announced selfie sticks were banned at Splendour, we knew there was an opportunity to win over the 30,000 festival goers. We built “The Big Selfie Stick”, giving fans an iconic selfie with the festival in full view. Over 3-days, the Big Selfie Stick towered above the festival. A promoter was positioned on the selfie platform, ensuring the ultimate selfie. At a push of a button, the large 50 inch monitor above changed from a locked screen to a digital mirror, exactly like it would on a smartphone. After the participant captured and picked their favourite selfie, the promoter entered their number through a cloud based system. The image, complete with pre-designed brand skin, was sent directly to the customer’s phone to share across their own social media accounts with a hashtag linked to Telstra.

With 18% of total festival goers engaging with the activation and an estimated 57% of activation participants sharing their group selfie through their social channels — we significantly exceeded these objectives over the course of the festival. A Big Selfie Stick selfie was taken every 30 seconds during Splendour! A total of 3,292 selfies were taken and shared through social, leading to over 1.3 million online impressions for Telstra, making them one of the most talked about brands at Splendour in the Grass 2015. Key figures: • 1.3 million #thebigselfiestick impressions* • 5,230 people engaged with the selfie stick • 3,392 selfies taken • 1 selfie taken every 30 seconds • 28 live hours

Splendor in the Grass is Australia’s biggest music festival. It’s a rite of passage for young music fans and they use the social channels at their disposal to share their experience. The Big Selfie Stick was a middle-finger, rock n’ roll response to the recent ban of selfie sticks at Splendour. The sheer size of the stick meant the activation was unmissable. The unique Telstra branded user-generated content that it created was enthusiastically shared by our audience, ensuring the Telstra message was seen well beyond just festival goers in the most relevant media to our audience – social.

Insights, Strategy and the Idea

Music is a key marketing pillar for Telstra and one of the main ways the company shifts brand perceptions amongst young consumers. As one of Australia’s biggest music festival, Splendor in the Grass represented a huge opportunity to connect with our audience. We realised that Splendor had become a rite of passage for young music fans and that social media is where they share their experience. Our media strategy was to create a culturally relevant experience that festival goers would want to participate in and share. Thereby making sure that the Telstra message achieved real scale by reaching those people following the fun from home.

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