Client: Telstra
Media: Display, Mobile, Video Pre-roll, WeChat, Facebook, Telstra.Com
Audiences targeted: South Asian & Chinese-speaking
Worried about your data? Telstra Pre-Paid customers aren’t! MCX worked closely with Telstra and lead creative agency The Monkeys to create a new communications platform targeting the Gen Y and Gen Z Pre-Paid customer.
The idea generated by our partner agency, The Monkeys, was based on an over the top sense of humour that illustrated the lack of concern felt about data by Telstra Pre-Paid customers. For our key culturally diverse audiences (South Asian and Chinese-speaking) the humour worked and the focus on data was important, but the key was bringing the idea to life in the most meaningful and culturally relevant way.
We considered the audience’s passion points as well as their drivers and motivators when creating scenarios for the South Asian and Chinese creative executions. Our young South Asian mates watching a cricket match and young Chinese couple on their first date felt intrinsically real to the target audience and brought the same sense of humour to the campaign. When it comes to engagement, the proof is in the results and we’ve seen consistently strong results for this campaign, performing well above industry benchmarks.