Telstra targets gamers in Up Your Game campaign for gaming product

Telstra’s new Up Your Game campaign has launched, promoting the telco’s first branded gaming product Telstra Game Optimiser, designed to give gamers on the network an edge.

The campaign celebrates the unique rituals of gamers across Australia, and follows Telstra research that found 40% of gamers have a pre-game ritual with 73% believing it helps their performances.

The Up Your Game campaign features rituals submitted by gamers, and demonstrated by real games – Grace Watkins (@iamfallfromgrace), Ryan Pearson (@rhapsodyplays) and Terence Ignatius (@terenceignatius).

It focuses on how these rituals align with the use of the Telstra Game Optimiser product, which allows games to prioritise gaming traffic and reduce ping.

It is powered by Netduma’s award-winning DumaOS on the Telstra Smart Modem Gen 2, and Telstra Game Optimiser customers can tailor and optimise their online gaming experience to help reduce lag spikes and join multiplayer servers close to home.

The product is available as an add-on for Telstra’s NBN customers.

The commercial clip also features narration that mimics a streamer commentating the ad, instead of a traditional voiceover. The video production was done by Entropico.

The campaign has been launched in partnership with Fuel Communications, the first it came on as Telstra’s integrated communications agency.

The Monkeys is Telstra’s creative agency of record.


Fuel Communications:
Business Director, Rami Mallis
Senior Account Director, Yasmin Armes
Group Account Director, Rob Tolan

EP – Tim Burnett
Director – Harry Hunter
Producer – Gus Kennelly
Storyboard – Dean Mortenson
1AD – Simon Jackman
DOP – Gregoire Liere
1AC – Lex Adoncello
Gaffer & Truck – Mat Wilson
Best Boy – Harleigh English
H&MU – Celeste Gubb
Production Designer – Rachel Mackay
PD assist – Tessa Leal
Stylist – Isabella Mamas
Edit – Joey Hunter
VO – James Hunter
Motion Graphics – Damian Dunne & Katrina Churchill
Score, Sound Design & Mix – Rowan Dix
Colour Grade – Matt Fezz


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