Spikes Asia

Australia is Why

THE MONKEYS, PART OF ACCENTURE SONG, Sydney / TELSTRA / 2022

Case Film
Supporting Images
Supporting Images

Overview

Entries

Credits

Overview

Background

Historically Australians relied on a government owned monopoly to deliver the network connectivity that our inconsistent population distribution, and large land mass demands.

In 1991, the Government privatized its telecommunications networks, and the Telstra Corporation was created. Telstra benefited from this monopoly and quickly became a part of the fabric of Australian life.

This quasi-governmental status means Telstra has the dual problem of being held to a higher standard, while simultaneously being overlooked for all the good they do.

The brief was to re-frame the narrative around Telstra, reminding Australians and staff of what they brand does for them.

The key objectives were to shift brand affinity, brand reputation and staff NPS.

Similar Campaigns

12 items

Secured by Telstra

REVOLVER, Sydney

Secured by Telstra

2023, TELSTRA

(opens in a new tab)