Executive Summary
This is the story about Telstra taking on its competitors on their turf and winning.
By tapping into young Australians' latent anxiety around data in an entertaining way, Telstra was able to connect with this fickle audience, resulting in its most successful pre-paid campaign on record.1 The digitally-led campaign stemmed the long-term decline and even put Telstra Pre-Paid back into growth, generating profit for every dollar spent.
All this, despite a significant price premium in a commoditised category, an audience that saw Telstra as a brand for their parents, and a string of national network outages....