Telstra: How not worrying about data took Telstra Pre-Paid from decline to sustained growth

Telstra, a telecommunications company, launched their "Not Worried About Data" campaign to stem the brand's decline in active Pre-Paid customers, outperform Telstra's peers Optus and Vodafone, increase consideration of Telstra Pre-Paid among Gen Y/Z, and increase awareness of Telstra Pre-Paid data bank.

Executive summary

'Not Worried About Data' is a triumph of thinking long-term in a 'short-term' category.

Competing for customers in market on a monthly basis, the Pre-Paid mobile category became stuck in a downward spiral of price promotions and bonus data that had devalued every brand's offering. With its customer base in freefall and a price premium that made it tough to win a race to the bottom, Telstra chose to step away from this short-termism and looked ahead - rediscovering its unique value, rethinking its audience, and committing to a strategy, idea, and a culture of ongoing iteration, for...

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