Rebecca Black stars in Telstra street activation campaign
Telstra has recruited the services of YouTube sensation Rebecca Black for a street activation campaign to mark the launch of its 4G service.
http://youtu.be/9Q6gMAaLm24
Black was joined by Evolution of Dance creator Judson Laipply, Dancing Matt and father and daughter duo Jorge and Alexa as part of the campaign.
http://youtu.be/wzWa4z5aM34
The activation began with a ‘choreographed stunt’ involving 1500 Sydney-siders. On removing the seven 4G branded t-shirts they wore layered over each other, they created a continuous wave of the new Telstra brand colours and ending in the Telstra 4G logo.
Telstra’s corporate marketing director Inese Kingsmill, said: “Telstra’s 4G is all about data consumption on the go so to launch Telstra 4G we took the best parts of the internet and put them on the streets of Sydney.”
Brent Annells, managing partner at DDB Group Sydney, the agency behind the activiation, said: “We wanted to create big news around the fact that 4G technology is now available in Australia. We kicked off the high visibility campaign with a huge stunt and on-street activations that were compelling enough that people would want to share on their mobile phone cameras and spread via their social networks. Our hashtag (#4gfun) trending on the day and over 300 videos already uploaded to the internet is proof that our campaign has been creating proof points for the new 4G network.”
The activation follows the launch of Telstra’s new brand identity, revealed last month.
http://youtu.be/lPgOZvUTDX0
Credits:
Chief Marketing Officer – Mark Buckman, Telstra
Corporate Marketing Director – Inese Kingsmill, Telstra
Brand Marketing Manager – Kieran O’Donnell, Telstra
Director of Creativity and Brand Content – Mark Collis, Telstra
PR Manager – Ali Caldicott, Telstra
Managing Partner – Brent Annells, DDB Group Sydney
Managing Director – Simone Drewry, Mango
Managing Partner – Claire Salvetti, Mango
Amplification Director – Larissa Best, Mango
Senior Executive Producer – Brooke Alldis, Mango
Production Director – Michael Ozard, Mango
Executive Creative Director – Dylan Harrison, DDB Sydney
Group Creative Directors – Rupert Hancock, Cam Hoelter, DDB Sydney
Strategic Planner – Anna Kismet, James Quinlan, DDB Sydney
Creative Team – Dave Shirlaw, Duncan Shields, Erica Valenti, DDB Sydney/Mango
Director – Mike Purcell, Chief Entertainment
Producer – Marcel Varnel, Chief Entertainment
Floor Manager – Debbie Williams, Generate
Editor – Sam Andruszkiewicz, Telstra
Casting – MCTV
Oh dear
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I second that ‘Oh dear’
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Groan
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I am now most certainly not using Telstra for anything. Rebecca Black, seriously. Oh dear, WTF, FAIL, and every other adjective that describes atrocious marketing decisions. Mark, what are you doing? I hope this is not a taste of what is to come.
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Ok …
5x talent fees + on costs
23x people involved
1500x stunt members
7x agencies (if you include media)
Just in head hours alone this is ridiculously excessive and a bit of a fail for something that is meant to be spontaneous, fun and a bit DIY.
but holy moley – it takes A SHITLOAD of people getting paid to even bring to life the most mild idea at the big T. I wonder how many people are involved in sending a group email – must have even more agencies, individuals, contractors etc
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Is this the best that Telstra can come up with? Was Meatloaf busy? At least Meatloaf and Telstra has something in common (I let you figure that one out)!!!
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Could change her “friday” song for Telstra… Im on hold with telstra telstra telstra cause I got no reception reception reception they said the service guy will be here by friday friday friday”
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This makes me want to hurt myself.
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Don’t know if I agree with this campaign, seems a bit like using big brother 3rd seasons stars on your marketing…
I also looked at other elements of the campaign such as the break dancers sure they look cool but I do not see the link up with 4G mobile technology?
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Don’t know about bec black, but i liked the dance guy – I wish Telstra had promoted him more – I’d go and see him in my lunch hour
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I forgot to add – the talent fees would be nothing for Telstra
remember they paid for Dustin Hoffman etc
Agency fees would be decent, but Telstra is rolling in the dough
total costs combined, still nothing for Telstra
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there’s one tweet for it on twitter
https://twitter.com/#!/search/realtime/4gfun
out of control momentum.
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I find it extraordinary that the new Telstra brand spot, using a tone which emphasises ‘optimism’, ’empowerment’ blah, blah, blah actually uses the term “HATE”. WTF? “The world can hate it”?? Did I read that right? Now we have images of cyber bullying, stalking, trolling…you get the drift. Does anyone with any common sense review this stuff?
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I’m looking forward to when they get around to explaining what 4g is and what it means for me.
Lovely colours so far, very pleasant.
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i still don’t understand the logic behind this move..
i wonder how much it costed to bring her down?
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