Telstra really, really wants customers to see its latest text message

Early last month Telstra announced its new rewards program ‘Telstra Plus’; today The Monkeys has unveiled the program’s first campaign. Telstra …

Early last month Telstra announced its new rewards program ‘Telstra Plus’; today The Monkeys has unveiled the program’s first campaign.

Telstra CEO Andy Penn called it an ‘Australian telco first’ upon announcing the new rewards program at Telstra’s Melbourne Discovery Store on Bourke Street. Doing away with its former rewards program, ‘Telstra Thanks’, the new Plus program is set to offer eligible customers live sporting and entertainment discounts, new devices and more.

Today, The Monkeys unveiled the new rewards program’s first television and radio spots – the latter of which includes a cameo from Michael Bublé.

The 30-second television spot revolves around Telstra’s alert message to customers, letting them know about the introduction of Plus. In the spot, Telstra finds this message so essential that it has plastered it around several rather unorthodox communication mediums including fortune cookies and the side of giant ram statues.

The accompanying radio spot echoes a similar urgency, though apparently not enough to convince Bublé to sing the message.

“A rewards program like Telstra Plus should be fun and feel rewarding in itself,” says The Monkeys creative director Ben Sampson. “Rather than just rolling it out, Telstra decided to play with the creative and use the announcement to engage with their customers even more.”

Upon announcing Telstra Plus, Penn explained that the new rewards program is better suited to Telstra’s evolving offerings, “Many of our customers have been with us since before the days of internet and mobile phones.

“As we start to unlock the latest generation of technology through 5G, Telstra Plus is our way of saying thank you for being with us today as we move through an exciting time.”

Members of Telstra’s Plus program will be separated into tiers – ‘all members’, ‘silver’ and ‘gold’ – depending on the length of their relationship with the telco and their average monthly bill. Gold members will receive the full force of Plus’ advantages, including ‘VIP service’, which Telstra has yet to explain in detail.

Further Reading:

Image credit: Telstra

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Telstra to launch its loyalty program with blimps, fortune cookies and Michael Bublé

To prevent its latest announcement being swept away amongst the hundreds of texts customers receive from their service provider, Telstra is …

Telstra has taken a creative approach for the launch of its new rewards program, Telstra Plus.

To prevent its latest announcement being swept away amongst the hundreds of texts customers receive from their service provider, Telstra is promising to deliver the text message to via blimp, fortune cookie and a banner on Goulburn’s Big Merino.

The program, to be officially launched next Tuesday, is so important to Telstra, they brought on Michael Bublé to read the text for the radio spot.

As the campaign progresses the ‘most important text’ will appear on billboards, the streets, decorating cupcakes and will interrupt footy broadcasts, TV shows and websites.

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The full text reads:

“Hi, Telstra Plus is here! It’s our new rewards program that lets you earn points towards devices and more, from May 14. It’s our way of saying thanks. Join today at telstra.com/plus. We really, really don’t want you to miss out.”

This latest campaign comes from Telstra’s long standing creative partner The Monkeys.

The Monkeys creative director Ben Sampson said that Telstra wanted to get creative in how it announced the rewards program.

“A rewards program like Telstra Plus should be fun and feel rewarding in itself,” Sampson said. “Rather than just rolling it out, Telstra decided to play with the creative and use the announcement to engage with their customers even more.”

Credits:

Client: Telstra

General Manager – Mobility Marketing: Dean Sofianopoulos

Senior Marketing Manager: Maria Rizzo

Consumer & Small Business Graduate: Andy Wong

Creative Agency: The Monkeys Sydney

Group CCO & Co-Founder: Scott Nowell

Creative Director: Ben Sampson

Copywriter: Pierce Thomson

Art Director: Amanda Alegre

Business Strategy Director: Hugh Munro

Business Director: Toby Hussey

Account Director: Amanda Porritt

Senior Account Manager: Jack Stone

Account Executive: Will Davies

Head of Production: Penny Brown

Senior Producer: Kaija Wall

Producer: Katie Bassett

Production Company: Revolver / Will O’Rourke

Director: The Glue Society

MD / EP: Michael Ritchie

EP / Producer: Jasmin Helliar

Producer: Alex Kember

DOP: Jordan Maddocks

Editor: The Glue Society

Post Production: The Glue Society Studios

Sound Design & Music Composition: Song Zu

Composer: Ramesh Sathiah

Sound Design: Simon Kane

Zoe Wilkinson

    Zoe Wilkinson is a reporter at Mumbrella. Zoe graduated from UNSW where she completed a dual Bachelor of Commerce and Bachelor of Media, majoring in marketing and public relations. She has interned at Ten, News Xtend and Seven.

Comments: 1Add Comment
Thanks but no Thanks? 10 May 19

What happened to Telstra Thanks…..years were spent on developing that…and now..

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Last days to join Telstra Plus early and score bonus points

There’s less than a week until we officially launch our new rewards program, Telstra Plus – and we really, really don’t want you to miss out! Sign up …

There’s less than a week until we officially launch our new rewards program, Telstra Plus – and we really, really don’t want you to miss out! Sign up early and you’ll be in line for some bonus points as well as a more rewarding experience for being a Telstra customer.

Telstra Plus is our new rewards program, giving customers the opportunity to earns points to put towards discounts on the latest devices and accessories just for being a Telstra customer. We want you to be ready to earn points from day one, and there’s a nice bonus for signing up early.

Telstra Plus adds the ability to earn points on your monthly Telstra spend, and to put those points towards a new smartphone, or accessories like headphones, wearables or smart home speakers. Plus, Telstra Plus has three tiers – Member, Silver, and Gold.

Everyone with a Telstra Plus membership will be able to access our Member tier benefits such as discounted tickets and pre-sale access to concerts; entertainment benefits that build on the success of our long-running Telstra Thanks program. Silver members will receive a one-off Telstra Platinum tech support call online or over the phone per year and an entertainment bonus – more on that last part soon! If you qualify for the Gold tier, you’ll also get 24×7 tech support online and on the phone through Telstra Platinum.

Signing up to Telstra Plus only takes a couple of minutes, and there are no joining fees – all you have to do is visit the website or the 24/7 app, enter your Telstra personal account details, and follow the steps. From 14 May, you’ll be earning points without any more effort needed.

We can’t wait to share more about our plansfor Telstra Plus, and to welcome you all to the new program with a bang. Staytuned as we get closer to 14 May to see what we have in store.

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ACMA Names And Shames Telcos For Violating Act

Telstra is the only telco required by law to provide PA services, but others may … offer Priority Assistance, directing potential customers back to Telstra.

Several telcos are being named and shamed for not warning potential customers they don’t offer Priority Assistance services for people with life-threatening medical conditions.

The Australian Communications and Media Authority (ACMA) issued formal warnings to eleven telcos who failed to warn potential customers they didn’t offer the service, or failed to tell them one that does.

Activ8me, Aussie Broadband, Dodo, Exetel, Foxtel, MyRepublic, Skymesh, Southern Phone, Spintel, TPG, and V4 Telecom were all named by ACMA.

Dodo, Skymesh, and TPG informed potential customers they didn’t offer the service, but failed to refer them a telco that could.

Priority Assistance (PA) is a special customer status for anyone diagnosed with life-threatening medical conditions.

Its purpose is to provide a reliable, fixed-line home phone service so those requiring it are able to call for help at any time.

PA customers are entitled to the highest level of service practicably available, including priority connection and fault repair.

Telcos are expected to connect or repair PA customers’ services within 24 hours in urban and rural areas and 48 hours in remote areas, or provide them with an interim service.

Telstra is the only telco required by law to provide PA services, but others may do so voluntarily.

Its biggest competitor, Optus, doesn’t offer Priority Assistance, directing potential customers back to Telstra.

The Telecommunications Act 1997 requires telcos offer a priority assistance service or inform customers of a competitor that does.

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Are Vocus (ASX: VOC) Shares A Better Buy Than Telstra (TLS)?

The possibility of Telstra Corporation Ltd (ASX: TLS) cutting dividends has surprisingly done little to deter investors this year, as they have sent the …

The possibility of Telstra Corporation Ltd (ASX: TLS) cutting dividends has surprisingly done little to deter investors this year, as they have sent the price of the stock up around 17% from $2.85 to ~$3.34.

Rask Media’s founder Owen Raskiewicz has even fallen on his sword over the Telstra stock price movement over the last 12 months. But are there better ideas available on the ASX in 2019?

2 Better Ideas Than Telstra?

With Telstra seemingly offering little besides decreased dividends for the foreseeable future, investors now considering exposure to the Telco industry might also be considering TPG Telecom Ltd (ASX: TPG) shares.

TPG is a smaller company making a move into the mobile market and has more room to grow its profits than Telstra. However, TPG is nervously awaiting a decision from the ACCC and have cancelled their mobile development at this point in time.

Therefore, it’s understandable if investors are nervous about owning TPG shares in 2019. Fortunately, there’s another ASX telco to consider…

Is Vocus An Option?

After Telstra and TPG, ASX investors might consider Vocus Group Ltd (ASX: VOC) shares as a way to get exposure to the Telco sector as they own the retail dodo and iPrimus brands, the second largest national inter-capital fibre network behind Telstra, and a couple of international submarine cables including the Australia Singapore Cable (ASC).

Is The NBN Hurting Vocus?

Vocus has flat out said that the NBN rollout is “complex and economically unattractive” …

They’re basically saying that it wants to take its ball and go home, the only problem it has it doesn’t own the ball to take home.

Vocus: Late To The Mobile Party

It also looks like Vocus was late to the mobile party. Vocus is so late the party was finished last year when the 5G mobile spectrum auction concluded with Telstra, TPG and Singtel Optus acquiring lots of spectrum to broadcast their mobile networks across the country.

Vocus said it has plans to move into 5G by becoming a Mobile Virtual Network Operator (MVNO) on the Optus network. In Vocus’ half-year results, management announced $30.9 million in revenue from mobile. Telstra, in contrast, announced $10.1 billion in revenue from mobile products. Clearly, Vocus’ mobile venture is tiny compared to Telstra.

Buy, Hold Or Sell

Vocus has admitted they cannot compete so well on the NBN and competing on 5G mobile is not going to be any easier as there is a price war underway. Further, if TPG gets the green light from the ACCC to merge with Vodafone, the price war will only intensify.

It’s likely the only time I would be interested in owning Vocus shares is if they spin off or exit their retail brands, which have poor margins, and the business goes back to resembling the original Vocus before merging with M2 Group.

Finding ASX shares offering exceptional long term growth and dividends over 3% is rare. Fortunately, the Rask Group’s top expert investment analyst has released a FREE investing report which reveals 3 proven ASX shares.

These three companies have proven themselves to be reliable dividend + growth shares over a decade. Click here to get instant access to his report.

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Disclaimer: Any information contained in this article is limited to general financial/investment advice only. The information has not taken into account your specific needs, goals or objectives, so please consider consulting a licenced and trusted adviser before acting on the information. Please read The Rask Group’s Financial Services Guide (FSG) for more information. This article is authorised by Owen Raszkiewicz of The Rask Group, which is a corporate authorised representative No. 1264179 of Strawman Pty Ltd (ACN: 610 908 211) (AFSL: 501 223).

Disclosure: at the time of writing, Andrew does not own shares in any of the companies mentioned.

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