Telstra urges consumers to ‘Go to Rio’ with guerrilla ad promoting ‘Olympics on 7’ app
Australia’s biggest telco player Telstra has launched a new ad that appears aimed at capitalising on the upcoming 2016 Olympic Games in Rio de Janeiro.
Despite not being an official sponsor of the Rio Olympics or the Australian Olympic Team, a sponsorship held by rival Optus, Telstra has launched the guerrilla ad, which is set to a modern version of Peter Allen’s ‘I Go to Rio’.
The ad promotes free premium coverage to Seven’s Olympics apps for Telstra customers and shows Australians around the country using the app to access the Olympics.
Telstra declined to comment on whether it was attempting to directly associate itself with the Olympics or the Australian Olympic team, but it has also sent out an EDM to its customers and launched a website for consumers to be notified when the app launches.
The telco’s creatives agencies of record include DDB and The Monkeys. Telstra did not specify which agency made the ad.
The upcoming Mumbrella Sports Marketing Summit will be hosting a session on “How to crash the Olympics and not get sued”.
Panel members include Suzie Shaw – Managing Director, We Are Social and Stephen von Muenster – von Muenster Solicitors & Attorneys, Principal. For more information click here. 
