We leveraged the individual strengths of key mediums to bring the idea to life.In a media first we partnered with Sydney’s Cross City Tunnel to GForce traffic jams, paying all fares to help workers get home sooner via the fastest tunnel in Sydney. We used radio and LCD screens outside the tunnel to make drivers aware of this.Partnering with Jetstar allowed us to wrap their planes – this was critical in making speed feel tangible. We granted priority check-in to TELSTRA customers, which allowed them to skip dreaded airport queues. This partnership extended into a Facebook competition for free Jetstar credits.On television we orchestrated Seriously Short Breaks consisting of only our ad spot. We also crystallized sports television shows into highlights, and sponsored the in-show highlights.Finally, we partnered with Ticketek to give customers tickets to shows before anyone else.

Our hard work paid off! Sales surpassed targets by a massive 17%. We sold 95,000 units in under 3 months, which equated to an additional 14,000 units or $13,423,000 in additional sales for Telstra (as users sign up for 24 months).