The content was predetermined by the target and discussed by Telstra experts in the field. Telstra then facilitated open dialogue between C-Level executives to further understand what their business issues were, following this up by creating a series of short video response solutions.We partnered with Fairfax and Business Spectator websites to create dedicated C-Suite sections where we could house the assets in one convenient, centralised digital space. We seeded the content in online environments where our target naturally seeks business information, to then arm them with solutions. We supported this activity with print executions in key business titles and we employed digital screens in C-Level environments (office buildings). This enabled us to generate incremental awareness to the digital activity as well as drive traffic to the website.

•There was a 19% increase in positive brand sentiment to Telstra •58% said they would now consider doing business with Telstra after having seen the content•67% of respondents indicated they would recommend C-Level to someone else•Telstra is continuing the platform as a permanent fixture of the TE&G offering