Making an Established Australian Brand Young Again

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Some established brands occasionally need to shake up their images to ensure that the younger generation continues the buying habits of their parents. This was exactly the challenge facing Telstra, one of Australia's leading telecoms companies.

While popular with older consumers, Telstra was keen to attract a younger generation of customers and secure its future as Australia's leading provider of telecoms services. Realizing that there was a culture clash between the fun-loving, hedonistic Australian youth market and Telstra's perceived boring image, Telstra decided to add to the party spirit with "Cabbie-oke," essentially a mobile karaoke booth in the back of a Telstra-branded taxicab that drove around the city center allowing groups of friends to sing along to the chart hits of their choice.

Participants were captured on film, and the resulting clips were shared on the Telstra-branded Cabbie-oke website. Users could share their videos through Facebook and other social-media platforms.

The activity generated significant amounts of TV and press coverage, 5,000 videos were shared online and 180,000 people digitally engaged with the campaign, helping Telstra to achieve its aim of connecting with younger consumers and entering their world.

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