What we did:
Meet the Telstra Buddies. A lovable duo who braved the streets of Melbourne to change the prescription on Australia’s largest telco. Over 4 hot weeks in summer our augmented reality (AR) buddies played, danced and teased passer-bys. As people stopped and snapped selfies with the Buddies hashtags carried the experience online spreading the experience far beyond the Bourke St window installation.
Why it worked:
For years Telstra were known as the “good coverage” telco. Not necessarily a bad thing, their network coverage is impeccable, but they were becoming irrelevant to younger audiences. Our store front Interactive Buddies helped change this perception by creating a genuinely fun experience using innovative tech. The reason the window buddies were such a success is because we let the characters take the main stage and technology simply played a supporting role. See, it wasn’t tech for tech sake – it was fun, for fun sake – and that’s the key to delivering a real experience and changing people’s perception.