The Challenge:Telstra was launching the first 4G mobile broadband network in Australia. Our challenge was to communicate the benefits for the end user of the new technology and make it relevant to everyone.

The Objective:Drive awareness and understanding of Telstra’s super fast mobile broadband network ‘4G’ through media coverage.The Strategy:Bring benefits of 4G network to life by demonstrating that users could now get more out of their mobile internet – more music, more videos and more entertainment.

The Execution:Telstra launched its 4G network with the arrival of its post-paid USB device.

To highlight the benefits of Telstra’s 4G network, we took the world’s biggest YouTube sensations and exploded them onto the streets of Sydney. There were dozens of live performances in iconic Sydney locations by our YouTube sensations. This was followed by an east coast media blitz, which hit all major news outlets.The Outcome:• 204 pieces of PR coverage• 290 pieces of video content shared by consumers• 600,000 YouTube hits and 22,916 Facebook page views• Contributed to an overall campaign AVE of over $1.5m • Contributed to 13m impressions for the campaign• Telstra 4G trended on Twitter by 11am launch day

The launch kicked-off on 27th September 2011 with a 1,500-person human art piece designed by New York Internet sensation Improv Everywhere, covered by live national television.

Meanwhile, YouTube sensations Rebecca Black (29m+ views), Evolution of Dance (181m+ views), Dancing Matt (71m+ views) and Jorge and Alexa (29m+ views) toured all major metro news outlets in Sydney. The media tour was followed by live performances on custom-built laptop stages in iconic Sydney locations. Every performance was captured and shared online by fans using their mobile phones.A microsite was built so that fans from other cities could watch and share content through their social media networks.Hundreds of promotional staff, dancers and performers also hit the streets performing and giving away free music downloads whilst spreading the 4G message.Finally, our talent was flown across the east coast of Australia for a media tour the following day, which hit major news targets.

• 204 pieces of PR coverage• 290 pieces of video content shared by consumers• 600,000 YouTube hits and 22,916 Facebook page views• Contributed to an overall campaign AVE of over $1.5m• Contributed to 13m impressions for the campaign• Telstra 4G trended on Twitter by 11am launch day