Magical

Telstra: Thrive

Any sufficiently advanced technology is indistinguishable from magic.

One of the biggest brand positioning moments in Telstra’s history, establishing Telstra’s belief in the power of technology and its magical ability to help people Thrive. Moving from telco to Techco! 

Faced with commoditisation, mobile carriers believe they must try to forge emotional connections with their customers. When two or more competitors offer essentially the same service for essentially the same price, the thinking goes, perhaps a touch of emotional loyalty will help stave off 'churn'. 

The company's evolution from a telco to a techco,presents the wonder and magic of technology and shows how it can bring joy to our customers in a more human, innovative and trusted manner.