We needed a creative vehicle that would let us talk to consumers every day of the 55 day period, reminding them of the imminent arrival of Christmas, as well as delivering strong retail offers. We also needed incentives for users to repeatedly engage with our campaign.Our campaign website took something consumers were already familiar with (the traditional advent calendar), and modernised it to fit the campaign period.This creative approach also allowed us to distribute daily gifts that leveraged different digital channels, from one central destination. This way, mobile apps, Facebook apps, humorous video content, mobile ringtones and printable gifts could all comfortably live together and unmistakably appear part of the same campaign. Furthermore, the use of multiple digital platforms gave us a variety of avenues to promote TELSTRA’s Christmas offers, whilst ensuring there was a consistent link back to our campaign site to uncover more Christmas goodies.

During the 8 week campaign period, consumer engagement with the TELSTRA brand not only skyrocketed, it converted to sales, with TELSTRA enjoying their best Christmas retail period on record. This included over 125,000 visits to the campaign website; 31,000 plays of the Pass the Pressie Facebook gift; 84% increase in Facebook fans; 37% increase in visits to the TELSTRA website (compared to 2009); sales of the T-hub increased by 52%; Pre-paid and Post- paid mobile activations increased by 20% and 63% respectively.

Furthermore, the campaign socialized the brand in a completely new way, and during the busiest retail period on the Australian calendar.