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.”
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
General Manager – Mobility Marketing: Dean Sofianopoulos
Senior Marketing Manager: Maria Rizzo
Consumer & Small Business Graduate: Andy Wong