THE CLIENT PROJECT

The Client for IAA "Big Idea” 2025 is Telstra

 
 

Our purpose is to build a connected future so everyone can thrive.

We believe it's people who give purpose to our technology. So we're committed to staying close to our customers and providing them the best experience. And delivering the best tech. On the best network.

Our network remains the cornerstone of why it is worth being with Telstra.

There is no comparing to Telstra's mobile network - it covers 3 million square kilometres and 99.7% of the Australian population. It's bigger than Germany, Poland and Malaysia combined. Given our superior coverage, it's also the most reliable network - used by the emergency service, military and banking industry.

It isn't just the biggest- it's also highly secure. We protect our customers with technology that blocks millions of scams and cyber threats every day.

But. Maintaining the best services comes at a cost. We are the most expensive choice in a hyper- competitive market, and our key point of differentiation- our network- is of less importance in metro areas, where other networks are seen as 'good enough'.

At our best, the brand is seen as playing a key role providing an 'excellent and reliable network'. Yet on the flipside, the brand sulfers from reputational issues, in particular with ex non-customers who have not experienced our improved customer service. They view the brand as 'dull, corporate and greedy'.

Telstra's recent brand repositioning is on a journey to change how the brand feels, making it a more imaginative, warm and optimistic brand.

Our challenge, or our opportunity, if we're to be a more optimistic brand after all, is to reinforce the superiority of our network - either via our coverage or our security - but not in a way which feels self-important or boring (compounding our personality problem).

 

THE REWARDS

The 4 finalist teams, whose marketing communications campaign submissions score the highest marks from the judging panel, have the opportunity to make a final face-to-face (or virtual) presentation to the Client, the judging panel of top marketing communications industry professionals and the IAA Australia Board. These presentations will be the final step to select the winning team who will be announced as the IAA BIG IDEA 2025 ‘National Champion Team’.

The WINNING TEAM will receive:

  • IAA BIG IDEA National Champion trophy

  • IAA BIG IDEA National Champion certificate for each winning team member

  • IAA Young Professionals Chapter complimentary membership for 12 months for each student member of the winning team

The 4 FINALIST TEAMS will receive: 

  • Each member of the Finalist teams will receive the opportunity for a one-to-one mentoring session to explore future career journey and advancement as practitioners in the marketing communications industry

ALL TEAM PARTICIPANTS, students and faculty advisors, will receive:

  • Special individual IAA BIG IDEA certificates acknowledging their participation and efforts in preparing their marketing communications campaign submissions.

  • The benefits of including participation in IAA BIG IDEA 2025 in each student's CV/experience

  • The judges' feedback on each participating team's submission







 

Presented By

 
 

Supported By

 
 

Client Partner

 
 

Planning Partner