‘Don’t worry about data’, says Telstra as it targets pre-paid customers

Telstra has unveiled its new campaign to promote its pre-paid data plans, via The Monkeys.

The ads feature a range Telstra customers in difficult situations – including burning cars and stolen pets – who are unconcerned by their circumstances due to the quality of their data service.

The line ‘I’m not worried about data’ was the result of the insight that people who use pre-paid services are often worrying about their mobile data, including whether it will run out, its speed and if it will even work.

The campaign was also inspired by the increasingly price competitive pre-paid data market.

Telstra senior marketing specialist, David Yung, explained: “Promoting our key product feature Data Bank, this new campaign showcases the freedom of not having to worry about data with Telstra Pre-Paid Max on Australia’s best mobile network.”

Telstra has been a client of The Monkeys for almost a decade.

The campaign will be executed across digital and social channels.


Client: Telstra
Marketing Principal: Tony Tsianakas
Senior Marketing Specialist: David Yung

Creative Agency: The Monkeys
Group CCO & Co-Founder: Scott Nowell
Creative Director: Jo Sellars
Senior Copywriter: Barnaby Packham
Art Director: Danny Pattison
Business Strategy Director: Hugh Munro
Business Director: Toby Hussey
Account Director: Samar Karim
Senior Account Manager: Jack Stone
Senior Integrated Producer: Sally Lankshear

Production Company: Scoundrel
Director: Tim Bullock
Executive Producer: Kate Gooden


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