Telstra to launch its loyalty program with blimps, fortune cookies and Michael Bublé

Telstra has taken a creative approach for the launch of its new rewards program, Telstra Plus.

To prevent its latest announcement being swept away amongst the hundreds of texts customers receive from their service provider, Telstra is promising to deliver the text message to via blimp, fortune cookie and a banner on Goulburn’s Big Merino.

The program, to be officially launched next Tuesday, is so important to Telstra, they brought on Michael Bublé to read the text for the radio spot.

As the campaign progresses the ‘most important text’ will appear on billboards, the streets, decorating cupcakes and will interrupt footy broadcasts, TV shows and websites.

The full text reads:

“Hi, Telstra Plus is here! It’s our new rewards program that lets you earn points towards devices and more, from May 14. It’s our way of saying thanks. Join today at We really, really don’t want you to miss out.”

This latest campaign comes from Telstra’s long standing creative partner The Monkeys.

The Monkeys creative director Ben Sampson said that Telstra wanted to get creative in how it announced the rewards program.

“A rewards program like Telstra Plus should be fun and feel rewarding in itself,” Sampson said. “Rather than just rolling it out, Telstra decided to play with the creative and use the announcement to engage with their customers even more.”


Client: Telstra
General Manager – Mobility Marketing: Dean Sofianopoulos
Senior Marketing Manager: Maria Rizzo
Consumer & Small Business Graduate: Andy Wong

Creative Agency: The Monkeys Sydney
Group CCO & Co-Founder: Scott Nowell
Creative Director: Ben Sampson
Copywriter: Pierce Thomson
Art Director: Amanda Alegre
Business Strategy Director: Hugh Munro
Business Director: Toby Hussey
Account Director: Amanda Porritt
Senior Account Manager: Jack Stone
Account Executive: Will Davies
Head of Production: Penny Brown
Senior Producer: Kaija Wall
Producer: Katie Bassett

Production Company: Revolver / Will O’Rourke
Director: The Glue Society
MD / EP: Michael Ritchie
EP / Producer: Jasmin Helliar
Producer: Alex Kember
DOP: Jordan Maddocks

Editor: The Glue Society
Post Production: The Glue Society Studios

Sound Design & Music Composition: Song Zu
Composer: Ramesh Sathiah
Sound Design: Simon Kane


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