Case Studies !

OVERVIEW:!

•  As the official partner for Sydney New Year’s Eve, Telstra created a signature experience as part of the 2014 celebrations.  !

!BRIEF:!

•  The experience needed to be one that only Telstra could deliver - through scale, network superiority and reach. It also needed to be network agnostic and

generate both customer and public advocacy. Importantly, it had to reposition Telstra as more than just a telecommunications company.!!

IDEA:!

•  Telstra took two approaches. !

•  Relaunch the free Sydney New Year’s Eve Telstra App of previous years but this year with ground-breaking new technology - cutting-edge 360-

degree video footage from Sydney New Year’s Eve, including world-first drone footage captured from inside the fireworks flying 10,000m high. !•  On December 31st, the 2014 Sydney New Years Eve Telstra YouTube Show was streamed, featuring live appearances by YouTube superstars

Troye Sivan & Tyler Oakley, as well as the fireworks displays as they occurred live. Viewers also enjoyed exclusive concert performances by Art vs Science and The Temper Trap.!

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PRODUCTION SOLUTION!•  Never before attempted, the App allowed users to watch 360-degree films of stunt pilots flying over Sydney Harbour, live bands performing, and fireworks

footage from inside the displays. The App achieved 60,000 downloads, with no media spend behind it, and users spent close to 1 million minutes interacting with the App. Further to this, Telstra gave away 2,000 Google Cardboard viewers; creating an immersive virtual reality view that put people at the very heart of

the action.!

•  For those wanting the full Sydney Harbour celebratory experience, Telstra also created a 4-hour live show from Dawes Point. Viewers anywhere in the world could watch the entire night unfold via Live Stream on the Telstra YouTube Channel and streaming through the App. On December 31st, the 2014 Sydney

New Years Eve Telstra YouTube Show was streamed, featuring live appearances by YouTube superstars Troye Sivan & Tyler Oakley, as well as all of the incredible fireworks displays as they occurred live. Viewers also enjoyed exclusive concert performances by Art vs Science and The Temper Trap. The show

was watched online in Australia, UK, US, Netherlands, Russia, France, Vietnam, NZ and more, achieving 166,670 views with an average engagement time of

13.5 minutes.!

RESULTS!•  Sydney NYE Telstra App Results:!

•  Included world first 360 degree drone footage of fireworks.!

•  Australia’s first Google Cardboard campaign for VR experience of 360 content.!•  60,000 new downloads (increase from 53,801 in 2013).!

•  Close to 167,000 Midnight Messages were sent through the app.!•  NPS (advocacy rating) app survey shows overall NPS at +4 up from -7.3 in 2013.!

•  67 pieces of Telstra branded editorial coverage.!

•  96% positive sentiment across the coverage.!•  2014 Sydney NYE Telstra YouTube Show Results:!

•  166,670 views (up from 6,884 from previous years).!•  Engagement time 13.5 minutes (up 3.5 fold from 4:30 in 2013).!

•  #TelstraNYE hashtag trended in Australia, New Zealand, the US and Russia.!

•  3rd busiest day on record ever in terms of Telstra mentions on social.!•  Twitter reach of 18 million with 950,000 organic impressions (and 1.1 million paid and organic impressions). !

Case Studies ! OVERVIEW:!

•  Telstra Vantage™ 2015 and 2016!

•  Telstra Vantage™ is Telstra’s Business, Enterprise and Government customer landmark experience, the must-attend technology event in Australasia.!

BRIEF!

•  To exceed the outstanding results delivered in previous years by creating an even more dynamic experience that provided Telstra’s customers with a richer and more immersive showcase of how Telstra and it’s world-leading partner ecosystem can solve their business challenges today but also future proof against

the challenges of tomorrow.!!

INSIGHT!

•  Insight: Technology is transforming the way people do business, and customers understand Telstra are highly focused on the challenges and opportunities that brings for them, their business and their customers.!

!PRODUCTION SOLUTION!

•  A two-day immersive experience showcasing Telstra’s unique world-leading partner ecosystem, global solutions and latest in world-class technologies,

enabling customers to find better ways to do business.!

•  Luminosity, magic and humanity oozed shone from the nucleus of the Village centrepiece, Telstra World. Brought to life through 5 key zones that

demonstrated better ways for business’ to thrive in a connected world, it was the perfect pipeline for Telstra solutions.!

•  The above, along with a showcase of thought provoking content from one of the most powerful beat boxers on the globe in Reeps One to headline keynote

Malcolm Gladwell (2015) & Tennis legend Andre Agassi, Telstra Vantage™ 2016 played a critical role in Telstra’s transition from a telco to a world-class

technology company.!

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