TELSTRA

The telecommunications company used Instagram Live and branded content ads to promote its partnerships with the Australian Football League and National Rugby League, achieving a 3-point lift in brand association among football fans.

THE STORY
Connecting Aussies when it matters most

Telstra is an Australian telecommunications and technology company, with a presence in over 20 countries around the world. Telstra offers a full range of communications services and creates technology and solutions to help build a connected future so everyone can thrive.

3-point

lift in football fans associating Telstra with the AFL and NRL

65,000

people tuned into the Instagram Live series

Fans want to engage with athletes first and foremost, so we put football players at the heart of our campaign. Instagram Live allowed us to showcase the strength of our mobile network, and connect athletes, fans and our brand in a fresh and exciting way. Branded content ads helped us to reach a larger relevant audience, and more importantly measure business impact.
JEREMY NICHOLAS, CHIEF MARKETING OFFICER, TELSTRA
THE GOAL
Be top of mind for football fans

Telstra wanted to strengthen its association with Australia’s most passionate football fans, the Australian Football League (AFL), and the National Rugby League (NRL). It also wanted to demonstrate the superiority of its mobile network at the most important time of the year—finals time. To do this, it wanted to reach a larger audience and increase competition entries for a live game show hosted by football influencers.

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THE SOLUTION
Connecting football stars to Aussie fans

Using Instagram Live, Telstra hosted “Finals Face Off”—a live game show that Australian mobile customers could take part in from around the country over the Telstra mobile network. Fans were invited to enter a competition for their chance to play. Each week throughout the finals series, contestants were selected from the entries to play “Finals Face Off.”

The game was played in real time using a split screen on Instagram Live. The AFL and NRL hosts asked contestants to guess the names of famous football players shown onscreen for the opportunity to win tickets to the AFL and NRL Grand Finals.

To reach a wider audience with Instagram posts from GWS Giants co-captain Phil Davis, Telstra ran branded content ads across Instagram feed and Stories, along with video ads in Instagram and Facebook News Feed. The ads promoted the chance to play the Finals Face Off game, featured video clips from games played, and highlighted Telstra’s sponsorship of football and rugby league.

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With this campaign, Telstra reached a wider audience beyond the athletes’ followers and reinforced its sponsorship of the NRL and the AFL, cementing its position as the number one telecommunications brand that fans associated with the sporting codes. Between August 26–October 5, 2019, the campaign achieved:

  • 3-point lift in number of football fans associating Telstra with the AFL and NRL

  • 65,000 people tuned into the Instagram Live series