The challenge:In 2010 the Australian telecommunications industry was in a competitive frenzy in a bid to launch the latest mobile product from Apple, the iPhone 4. Two years had passed since the launch of the first iPhone and many consumers’ contracts were ending – so the race was on to secure customers with the new device.The objective:To secure Telstra a larger share of voice over its competitors for the launch. The strategy:To gain more media traction than our competitors by leveraging Telstra’s sponsorship of the popular Australian show, MasterChef while creatively linking Telstra with the Apple brand.

The execution:Turning the flagship Telstra city store into an apple themed wonderland, with the Masterchef contestants creating apple based treats for the midnight crowds. The media relations plan focused on the official midnight launch of the iPhone 4. Media opportunities included a 9am photo call; breakfast, afternoon and evening live crosses; a surprise pricing plan announcement; a midnight photo opportunity and a breakfast TV recap the following day.The outcome:- Telstra secured the largest share of voice in editorial coverage - Advertising Equivalent Value generated in 24 hours $1,807,109- 75% of Telstra stores sold out in one day

Where: Sydney, AustraliaWhen: July 29th, 2010Duration: 1 dayThe strategy was to extend the midnight store opening story to a full 24 hours, giving media moments to cover throughout the day, with focus on the midnight store entertainment. Launch morning:- A media call was held at the Telstra store featuring the MasterChef contestants and a 2-metre high apple croquembouche to ensure great vision and interview opportunities.

Launch afternoon:Highly competitive pricing announcementLaunch night:- Media were offered interviews with the Masterchef talent; vision of the MasterChef contestants creating apple themed treats was broadcast live outside the store. Additional entertainment included live music and apple themed games for the waiting customers.Official midnight launch: - Photo opportunities included the first person in the queue being presented with the first iPhone 4 in a cloche by MasterChef judge, and the cutting of a giant iPhone shaped cake.

Results - Telstra the leading Telco mentioned in coverage- Advertising Equivalent Value for coverage $1,807,109- ROI for Telstra of 6.25 : 1- 75% of Telstra stores sold out of the iPhone 4 in a day- Mobile hardware revenues grew 37.0% in the half to December 2010- Positive tone publicity awareness increased from 19% to 57% in June and July. Traditionally, the tone of publicity recalled has been predominantly negative with positive recall being a little less than a quarter.- Media coverage highlights:- The Sydney Morning Herald newspaper quote: “Telstra took the biggest bite of the publicity apple.”- All major Broadcast – Channel 10, 9, 7 and Sky News, the number one sports show The Footy Show, and number one breakfast show Sunrise - Print – Sydney Morning Herald, Daily Telegraph and mX - Radio – Austereo Hot 30, 2UE and Triple M.