TELSTRA WAS BECOMING A RELIC OF THE PAST

As incumbent market leader, Telstra suffered the most when an influx of new networks and retailers drove radical category disruption. Consumers had more choice than ever and were struggling to see value in being with the more expensive, legacy provider.

THE BRIEF - PROVE TELSTRA’S WORTH IN THIS NEW CLIMATE

Telstra needed to show why being the nation's oldest and largest telco company was valuable to a growingly cynical market.

BUSINESS OBJECTIVES

1. Return to customer growth

2. Halt market share decline without negatively impacting margins, price premium or average revenue per user

3. Generate incremental profit and a strong ROI

4. Reverse decline in Telstra’s brand value

MARKETING OBJECTIVES

1. Improve Telstra’s weakened brand reputation

2. Stabilise declining brand consideration

3. Improving brand perceptions

ADVERTISING OBJECTIVES

Utilise advertising to:

1. Drive branding

2. Drive likeability

3. Drive consideration

4. Increase enquiries