Telstra light show sees in Christmas
Telstra kicked off the experiential element of its 55 Days of Christmas campaign last night by turning buildings in Sydney, Brisbane and Melbourne into giant advent calendars featuring the telco’s products.
The projection show – organised by Red Bean Republic – used lighting effects to transform Customs House in Sydney, Town Hall in Brisbane and Federation Square in Melbourne.
While it’s not a first for brands to get involved in such events – Ferrero Rocher did a similar Christmas presentation at Customs House last year – it’s believed to be the first time the same event has happened at three capital cities simultaneously.
As Mumbrella reported earlier this week, the light show is part of a a wider countdown to Christmas campaign by Telstra which also involves ad agency Ogilvy and media agency OMD.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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WOW, your present to Australia is a giant retail ad, how generous, how giving.
Dinosaur.
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Looked amazing…but who was there to see it?
Based on this video, the one off stunt at all the venues looked empty.
How does Telstra (and the agency) justify the expense of a stunt like this? Seriously – Telstra seems to have let an agency indulge in its creativity, but at the end of the day it’s Telstra’s customers and shareholders the have to cover the expense.
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very pretty, but always tough to pull light projections off this time of year in terms of capturing an audience – it gets dark way too late!!
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Looks good and everything, but I don’t get what the justification is? Was there a launch or audience invitation to watch it start up? The video shows around 10 people in total actually looking at it with most consumers walking past or no one there at all….I think it looks great but struggling to understand the reason or cost justification? Please explain???
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v nice light show, but was it just the practice run maybe? there didn’t seem to be enough people around to justify the amount that would have been spent on this. perhaps we’re all missing something?
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AGAIN, Telstra proves that it’s got far more money than sense.
Where is the ROI in this rediculously hollow, incongruous and wasteful exercise?
And “55 days” was just invented to wedge more crappy offers in.
By the looks of it Tim, the reach this execution has got through Mumbrella would eclipse the actual impact it had on site.
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And the award for catalogue of the year goes to … Telstra!
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If only Telstra could take some of the money spent here and give us customers a few dollars off our bills – that would make me happier!
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whats the deal with light projections anyway? i take it you have to get permission to beam stuff up on these buildings but then isn’t fed sq funded by melb council? so who gets the dosh?
anyway, if its 55 days then id imagine it would be out there every night non?
x
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And the crowd goes wild!
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Actually, it’s so beautiful I don’t even mind the retail. I reckon this is exactly what the big brands with dollars should be experimenting with. Showing us something surprising and entertaining when and where people least expect it. Technically impressive which is not a bad rub off. I think this is money better spent than another national retail press ad. Well done for beating other companies and agencies to it.
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@Matt…are you an employee of Red Bean? Dollars are dollars…and Telstra customers and shareholders had to pay the bill for a very pretty stunt, but one that has had zero attention beyond Mumbrella. RoI is RoI
@ Juliana…I understand it was a one night wonder. Pretty nonetheless.
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Turn off the lights Telstra and how boring is this video and where are the crowds.
Best light show I’ve seen is from the Ukraine – brilliant – http://ow.ly/34fWd
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