The Telstra Imaginarium was born as both a bold innovation program and a content driven marketing campaign enabling young Australians to: collaborate with Telstra; create the innovative solutions of tomorrow; and learn the skills to shape their careers in the process.

Our trusted client partnership required strong stakeholder management skills to collectively develop the strategy and manage execution from an ‘open brief’, while ensuring the initiative achieved its objectivesa cross the 12 week duration.

With lean UX principles underpinning the program, the curriculum evolved on a daily basis. The Agency and Telstra needed an agile content production and publishing process, responding to changing scenarios as they developed. Content stations were established to capture and edit 16 videos, create 70 pieces of social content, expedite approvals and publish and amplify in real-time. This required open communication, a shared vision and a willingness to embrace the unknown.

We had fantastic engagement from industry and universities, with the likes of Pedestrian.tv founders Oscar and Chris, Google Creative Lab’s Tom Uglow and Tumblr’s Max Sebala among the many who acted as mentors and judges.

Our campaign reached just under 8 million unique browsers amongst our target audience, over 2.5 million engagements were generated (social interaction, clicking on ads, video views) resulting in a 32% engagement rate, smashing industry average*.

Lewers Research revealed, when prompted, just over 1 in 10 Gen Y/Z consumers were aware of the Telstra Imaginarium. Engagement was strong, with just under half of those exposed talking about it or posting on social media. Ultimately, the Telstra Imaginarium not only increased the brand’s relevance but drove consideration with 66% of those aware of the campaign considering Telstra in the future.

* (Average Australian Telco engagement rate ranges between 1.08% - 9% Sizmek benchmark report)