Telstra has struggled with brand love in regional areas for a very long time. These areas rely heavily on technology to stay connected and the digital infrastructure hasn’t improved in line with the rest of the country. The result is a fairly hostile audience who feels hard done by.

Telstra’s New Satellite Home Internet powered by Starlink marked the first time state-of-the-art technology has come to regional Australia before the more populated metro areas, so the brief was to make regional Australia feel special. This informed how we created all of the comms, starting with outdoor that felt fun and emotive rather than dated and rational. The objectives were to sign up 8.6k new customers for this new product, and improve brand trust/likeability in these regional areas.