We used a traditional channel, television, in a non-traditional way. Partnering with FOX8's Australia's Next Top Model (ANTM) and tapping into our target’s inner fashionista.Critical to the success of the campaign was the seamless integration through blending programme and commercial messaging. We took the viewer from the show promotion, to in-show demonstration of how to download content through your mobile where we used handsets as props for the models to receive ‘Sarah mail’ from the host – Sarah Murdoch. Viewers experienced a ‘making of’ Telstra commercial where models auditioned for a chance to appear in a Telstra advertising campaign. This winning commercial featured in the ad break of the show. We also ran that commercial across other TV networks and online.

We gave the target a reason to engage with Telstra, by offering them ‘behind the scenes’ footage from the show. Content was available via mobile and interactive television.

• Mobile content streams increased 111% YOY (it was one of the top 3 performing content campaigns ever for Telstra).

• Retail traffic increased 12% in stores that ran the ANTM promotion.• Our target spent an average of 22.42 minutes on the ANTM website, engaging with content.• 27% of our target audience was aware that Telstra were the main sponsor of ANTM (unprompted).