Last night, we had the Account Planning Group (APG) Planning Awards here in Sydney. We had two finalists on Telstra, Mum 2.0 Digital Makeover for Channel Strategy (Service brands) & Telstra Cabbie-Oke for best Brand Strategy (Service brands).
Am pleased to announce that we won a SILVER for Telstra Mum 2.0 in Channel Strategy. It was worth the weekend I spend writing the entry.
Planning guru John Steel was the Chairman of judges and he said the benchmark was high in terms of the judging criteria was proud that we were able to grab some metal. Special thanks to the other Telstra planners Brent Annells and ex planners, Peeyosh Chandra Diana Chua who worked on the thinking behind this great campaign.
I will upload the winning case study I wrote but here is the synopsis of the paper
Telstra Mum 2.0 Digital Makeover : Teaching Mums ‘Netiquette’
This is the story of how planning tackled the online generation gap and helped Aussie Mums become more digitally savvy.
Tasked to extend Telstra’s Call Mum Campaign digitally, DDB Sydney did a social media deep dive investigation of conversations about parents connecting with their kids online. What we uncovered was a unique social insight, which represented an incredible opportunity for Telstra to bring Mums and kids together.
Our research of over 10,000 online conversations pointed to a need to overcome a critical issue, the dreaded “OMG – Mum’s on Facebook” factor.
A unique insight and opportunity emerged, Mums needed to be trained in ‘Net etiquette’ if they were to better connect with their kids.
It became clear there was a role for Telstra to be an ‘enabler’ of family connections online.
Planning decided to give Aussie Mum’s a “Digital Makeover”, teaching them the do’s and don’ts of social networking.
The Mum 2.0 Digital Makeover creative idea was a direct expression of the strategic idea.
Conceived to create a new generation of digitally savvy Mums via a playful training and accreditation program, the idea tackled the online generation gap in an entertaining way. Mums would feel more confident connecting with their kids, and kids would be less worried about Mum embarrassing them on their Facebook wall.
Planning didn’t deliver a campaign thought, we inspired a conversation- led social media platform delivering real utility in an engaging way.
A great win for DDB and all involved.