In developing a creative proposition that would best articulate the campaign's 'free-for-all' message, we considered several ideas. All involved portraying the extents to which mobile users could go with an unlimited text and talk package. Using a mobile device to broadcast on Facebook seemed like the perfect opportunity to showcase the limits - or lack thereof - of the offer. So we developed an app that would do this. It was innovative. It was different. It was a world's first. And of course, calling the Blurtl service was free for those who took up the Weekend Plus offer.

Just several weeks after launch, Blurtl had reached 15,810 Monthly Active Users on Facebook (as of 20 March, 2011). That number is set to increase exponentially as Telstra prepares to include the Blurtl app within its free to browse mobile social networking service "Tribe" among its 3 million customers across Australia in its next software release. This is the first time that we have developed an app for a telecommunications company that has been integrated into its product offering.