Telstra’s Second Chance Song

The Brief: To re-connect Telstra (Australia’s biggest telco) with young consumers

The Outcome: We took Testra to the platform that this demographic was interacting with—YouTube—and utilized it to give an underrated song a second chance. Four famous music acts kicked things off on YouTube with their versions of the song and rallied the public to participate. Over 200 cover versions were submitted in just three weeks and the public then voted for their favorite to be professionally recorded. The campaign generated over 3.2 million views, more than any music program on TV during the year and young music fans were 77% more likely to consider Telstra.

My Role: I was the design lead who created a visual system for the campaign that could live under both the Telstra brand and as a unique identifier for the sweepstakes. This consisted of:
- A Title Sequence: A motion piece to introduce the competition
- A Digital Experience: A site that housed the campaign and Telstra’s branding side-by-side

Awards: Best branded content campaign
(Silver) R/GA and OMD for Telstra – 2nd Chance Song

Young Guns Awards, 2014

Agency: R/GA Sydney, Australia 
Executive Creative Director: 
Gavin McLeod