Text messages sent by brands about new services or features. Does anyone pay attention?

Telstra did want people to pay attention to the message about its new rewards program. The Monkeys knew that being one in a crowd of texts wasn’t going to cut it. So it took Telstra’s message out into the big wide world. Really big wide world.

In a blimp. On the Goulburn ram. On a CBD road intersection. It even hired Michael Bublé to read it.

In the coming days, The most important text will be covering billboards, painted by artists and baked into cupcakes. It will interrupt the footy, take over websites and appear on Australia’s most popular TV shows. And because there’s a teensy-tiny chance that a few people still miss it, the message is also being sent to people’s phones.

And here, on The Stable.

“Hi, Telstra Plus is here! It’s our new rewards program that lets you earn points towards devices and more, from May 14. It’s our way of saying thanks. Join today at telstra.com/plus. We really, really don’t want you to miss out.”

 The Monkeys creative director, Ben Sampson, commented, “A rewards program like Telstra Plus should be fun and feel rewarding in itself. Rather than just rolling it out, Telstra decided to play with the creative and use the announcement to engage with their customers even more.”

https://youtu.be/WgWFWWXEmwA

Credits:

Creative Agency: The Monkeys Sydney


Group Chief Creative Director & Co-Founder: Scott Nowell

Creative Director: Ben Sampson

Copywriter: Pierce Thomson

Art Director: Amanda Alegre

Business Strategy Director: Hugh Munro

Business Director: Toby Hussey

Account Director: Amanda Porritt

Senior Account Manager: Jack Stone

Account Executive: Will Davies

Head of Production: Penny Brown

Senior Producer: Kaija Wall

Producer: Katie Bassett

Production Company: Revolver / Will O’Rourke


Director: The Glue Society


Managing Director & Executive Producer: Michael Ritchie

Executive Producer & Producer: Jasmin Helliar

Producer: Alex Kember

DOP: Jordan Maddocks

Editor: The Glue Society

Post Production: The Glue Society Studios

Sound Design & Music Composition: Song Zu

Composer: Ramesh Sathiah

Sound Design: Simon Kane

Client: Telstra

General Manager – Mobility Marketing: Dean Sofianopoulos

Senior Marketing Manager: Maria Rizzo

Consumer & Small Business Graduate: Andy Wong