THE CHALLENGE
Regional Australia is a challenging market to reach given the vast distances between customers and regional centres (towns) for a store. Telstra recognised that they needed to be able to reach their existing and potential customers in a number of areas to not only service existing customer queries, but to showcase developments in their product offering and provide an opportunity for their customers to connect with their local Telstra team. Having a pop-up activation at the Agricultural Field days held in most regions would give them this exposure.
LOCATIONS:
Regional centres across Australia
THE SOLUTIONS
Working for Jack Morton as Senior Producer, I have led the concept development by the creative team, and refreshed iterations, and production of the annual Telstra TEvents program since 2010.
The biggest focus for the TEvent was to create an environment that had presence at the Field Days, was positioned in the optimum location for access and was highly visual to attract constant foot traffic (most field day crowds range from 15,000 to 30,000 visitors). Within the environment, we needed to ensure we showcased the latest products and services, providing opportunities for visitors to interact with the tech and devices autonomously, but also be able to engage with the customer service staff to understand an offering further. Our environment needed to align to the visual Telstra brand guidelines, as well as bring that brand to life through the customer experience. With the evolution of the Telstra brand over the last decade, the TEvent environment has been subsequently refreshed to align to the new vibrant brand principles.
As the annual program toured to between 10 and 15 field days across the year, it was essential that the load on the local Telstra teams was minimised, so that all they needed to focus on was attending/working the live days to service their potential customers. I was responsible for resourcing and directing our Jack Morton team to ensure all logistics were managed, build and technical specifications accommodated, the visual elements were approved for market, and our point of sale merchandise were current. Due to the size of Telstra and its organisational structure, we work with a number of stakeholders within Telstra from the local regional teams to the central teams, to ensure consistency of the experience and its delivery.
OTHER ACTIVATIONS/ POP-UPS: Under Armour at SRG; Samsung TV shopping centre promotions; TAFE Qld Basketball Activation as presenting partner for GC2018 – for Jack Morton; Renault, Ford and BUPA activations (Carrspace).
