Telstra launches pop culture-inspired digital and outdoor campaign from The Monkeys and R/GA

Telstra has released its latest digital and out of home campaign in collaboration with The Monkeys and R/GA Sydney.

The campaign revolves around contextual, pop culture-based messages, such as “more coverage than a Royal Wedding” and “faster than a reality TV relationship”.

For the messages to stay relevant, R/GA Sydney created a virtual newsroom in which the agency and Telstra representatives work together to devise and place live headlines and reactions to events across major online news sites.

They estimate over 80-plus messages will be delivered across the various news pages over the course of the campaign.

Telstra Group CMO Joe Pollard said: “The campaign builds from our brand promise to create better ways to empower everyone to thrive in a connected world. It’s also anchored in our vision, which is to become a world class technology company that empowers people to connect.

“We’re proud to offer the biggest, fastest, most reliable mobile network coverage in Australia. And while the extent of our national coverage is well known, and we want to remind customers that we have great mobile coverage in all Australian cities. Our new campaign reframes our network capabilities in a warm, friendly, authentic way that we hope will make people smile.”

Campaign credits

Client: Telstra

Group Executive of Media and Chief Marketing Officer: Joe Pollard

Co-Creative Agency: The Monkeys

Co-Creative Agency: R/GA Sydney


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