Telstra – Free Calls to Santa
Challenge
Ignite conversation around free payphones at a critical time for connection, Christmas, with an idea that cuts through a cluttered media landscape, introducing a younger demographic to payphones.
Idea
In a multi-year campaign, Telstra offered Australians a genuine and free Santa experience. By simply dialling #HO HO HO from any Telstra payphone, Aussie kids could speak to a life-like AI Santa.
Results
The campaign drove an overwhelmingly positive response with over 700,000 calls made to Santa via Telstra Payphones (2020-23) and an uplift of +5.1pts on Reptrak for Telstra. With over 1000+ pieces of earned coverage achieved in 2023 .
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- 2.9M organic social reach.
- 1000+ earned media articles.
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Herd MSL is an public relations and integrated communications agency operating in Australia and New Zealand that provides strategic counsel and creative thinking. We champion our clients’ interests through fearless and insightful campaigns that engage multiple perspectives and holistic thinking to build influence and deliver impact.
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