Telstra cuts media costs in numbers game campaign

SYDNEY: Australia's dominant telecommunications player, Telstra, has moved to trim its media expenses with the launch of a new integrated campaign which, for the first time, addresses all business units. Abandoning its long-running "Making Life Easier" campaign, Telstra has launched a new strategy built around a creative use of numbers. Called the "Consumer Segment" campaign, the concept was 15 months in development and is scheduled to run for at least the next year. It is ambitiously targeted towards all of Australia's demographics and geographies within Telstra's consumer market. The concept will be rolled out through all media with tailored executions for each of Telstra's customer business units, including Telstra On Air, Country Wide, Telstra shops and retail. "It is the first time Telstra has implemented an across-company campaign with this level of consistency of theme in all business units," Telstra director consumer marketing Simon Froude said. He added that the extensive scope of the campaign and its duration were budgeted to produce "some efficiencies and hence savings". Early executions include a TVC showing Telstra's numbers at a training camp, while another TVC depicts a Telstra Shop staffer showing a customer how to make his numbers work for him. The numbers themselves have been imbued with certain strengths - such as leadership for number one and sophistication for number eight - which will develop over the life of the campaign. Existing campaigns such as the mobile TVCs featuring singer John Farnham and manager Glenn Wheatley will also be integrated into the new concept. Meanwhile, Telstra has also been forging new alliances on its business front, recently securing the right to broadcast AFL on the internet in a deal which reportedly cost A$30 million (US$14.7 million). The five-year contract enables Telstra to broadcast AFL visual, audio and text through the internet and its mobile phone service.

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