| Title | THE NUMBERS GAME |
| Brand | TELSTRA |
| Product / Service | TELSTRA |
| Category | D02. Data Storytelling |
| Entrant | R/GA SYDNEY, AUSTRALIA |
| Idea Creation | R/GA SYDNEY, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Bob Mackintosh | R/GA Sydney | VP ECD |
| Hamish Stewart | R/GA Sydney | ECD |
| Craig Brooks | R/GA Sydney | ECD |
| Long Truong | R/GA Sydney | Art Director |
| Long Truong | R/GA Sydney | Art Director |
| Jonathon Shannon | R/GA Sydney | Copywriter |
| Kate Goddard | R/GA Sydney | Executive Producer |
| Michael Debach | R/GA Sydney | Producer |
| Craig Page | R/GA Sydney | Executive Strategy Director |
| Justine Cusack | R/GA Sydney | Senior Social Strategist |
| Jessie Dang | R/GA Sydney | Designer |
| Beau Thein | R/GA Sydney | DESIGNER |
| Paris Lawrence | R/GA Sydney | Creative Director |
| Mike Yee | R/GA Sydney | Design Director |
| Richard Birkett | R/GA Sydney | Account Director |
| Candice Lombard | R/GA Sydney | Group Account Director |
For Australian sports fans, the only thing more important than their team is their data coverage. Because without a reliable mobile network to stream the match, it’s game over. To prove the quality of Telstra’s live-stream apps for the Australian Football League, National Rugby League and Super Netball, we installed tracking devices on the backs of players’ jerseys and tracked every run, kick, pass, try and goal…in every game. In real time. Each week we brought this to life as snackable data stories on social media, giving fans the insights that they couldn’t get anywhere else and generating anticipation for every match. The results were so strong that we shut it down early...until fans demanded it back. We achieved 1.2M app downloads (+24%), 80K tickets sold (+59%), and 38.3M impressions. The Numbers Game: A season-long data story, powered by Telstra.
To prove the quality of Telstra’s live-stream apps for the Australian Football League, National Rugby League and Super Netball, we installed tracking devices on the back of players’ jerseys. Using LPS (local positioning system) technology, these Telstra Tracker wearables tracked every action the players made during the game: each and every run, kick, pass, try, tackle and goal. In real time. Each week of the 2017 Finals and 2018 regular season, we combined this tracker data with league metadata and mined it to uncover the surprising (and often counterintuitive) statistical trends as they emerged, bringing these data stories to life as animated infographics on Facebook and Twitter. Whether it was a defensive deficiency for the Raiders in the NRL, a dependency on opposition errors for the Tigers in the AFL, or a straight shootout for accuracy between the Firebirds and the Swifts in the Netball, we gave fans insights into their team that they couldn’t get from anywhere else. Each data story was geo-targeted to the teams’ fans and rivals alike, sparking conversation (and often fierce debate) in social media in the lead up to the next game. The campaign achieved 38.3M impressions that converted into over 1.2M app downloads; results so successful that the client cancelled the campaign early...before fans demanded that we bring it back. The Numbers Game: A season-long data story, powered by Telstra.