Telegram
Issue 16 | September 2010
Agency
Belgiovane Williams Mackay
Creative Team
Senior Art Director: Darren Martin; Senior Copywriter: Neil Harris; Creative Director – Direct Marketing: Rob Morrison; Executive Creative Director: Rob Belgiovane
Production Team
Production Manager: Lex Tully
Other Credits
Senior Account Manager: Trent Dunlop
Date
May - September 2010
Background
Due to the growing saturation of broadband amongst businesses and the price sensitivity of the market, Telstra changed their pricing to make their Business Broadband and Mobile Broadband products even more competitive.
The task was not just to announce the new pricing but also to show that if the recipient didn’t have an up-to-date business broadband solution, he/she could be one step behind the competition.
Idea
With broadband technology there are no half measures – your connection is either bang up to date or it’s yesterday’s news. To highlight this, the mailing looked like a telegram from yesteryear (and a visit to the Telstra Museum helped the designer achieve authenticity).
The format dramatised what it means to be out of date, and gave customers a simple, affordable solution – Telstra Business Fixed and Mobile Broadband.
Results
Results not available at time of printing
Our Thoughts
Behind this piece must have been an exemplary brief. I have always believed that if you can clearly define the nature of the problem upfront, then the creatives have to be having a seriously off day not to come up with a compelling solution.
Easier said than done, of course. And coming to a simple proposition along the lines of: “If you aren’t with Telstra you’re already behind the times” will probably have involved a suit or a planner in any number of meetings with many arguments.
This one’s for you, Mr. Concise Creative Brief Writer.