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2nd Chance Song

Telstra

Issue 33 | December 2014

Background

Telstra was struggling to connect with young consumers. 44% of their Gen Y customers were classified as 'passives'. They didn't hate Telstra but they weren't fans either. Aggressive competition and this perception they were old-fashioned were hurting the brand. Telstra needed help to reconnect with these young consumers through music, one of their key marketing pillars.

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