To reinforce its position as Australia’s best mobile network, Telstra has launched a visually distinctive out of home campaign called ‘Four Bars’ via Bear Meets Eagle On Fire, +61 and OMD. The campaign is built around the graphic of four network bars.
The campaign has over ten executions, some of which are designed to work as singles, while others are specifically designed to play off one another or as a series of consecutive placements.
Says Brent Smart, chief marketing officer, Telstra: “We don’t need to convince consumers we have the best mobile network, just remind them. And without sounding all brand nerdy, we ultimately want to build memory structures that link our brand to our superior network strength.
“Our aim is to create distinctive work that looks like no other big brand in this country. And in out of home, simplicity is key. Rather than adding more information, we challenge ourselves to reduce and strip it back. It leads to work that is visually striking and confident, like this.”