Telstra (Brand) / Imagination (Agency)

Telstra Sydney New Year’s Eve 2014 Sponsorship

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As the official partner for Sydney New Year’s Eve (SNYE), Telstra, The Australian telecommunications leader, sought to:
 
  • Create a signature experience that showcases Telstra’s capabilities and immerses people everywhere in the fun and excitement of SNYE.
  • Generate both customer and public advocacy and, most of all, set out to reposition Telstra as more than just a telecommunications company.
  • Achieve advocacy and consideration through genuine brand engagement with a targeted Gen X&Y NYE audience across Australia and the world.
 
To truly connect people to the experience, Telstra took two approaches: the first was to relaunch the free SNYE Telstra App of previous years – but this year with ground-breaking new technology; and the second was to create a 4-hour live show from Dawes Point on 31st December.
 
The app included the following features:
 
  • Cutting-edge 360° video footage from Sydney New Year’s Eve.
     
  • The app allowed users to watch jaw-dropping 360° films of stunt pilots flying over Sydney Harbour, live bands performing, and the world’s first drone footage captured from inside the fireworks.
     
  • Further to this, Telstra gave away 2,000 Google Cardboard viewers; creating an immersive virtual reality experience that put people at the very heart of the action.
     
  • A live news feed with useful information about venues that are filling, public service announcements and unique content, like celebrity shout outs and video messages.
     
  • Interactive real-time maps showing the best Sydney Harbour vantage points for the event and everything users needed to know about each viewing place.
     
  • A 4-hour live show was streamed for those wanting the full Sydney Harbour celebratory experience, which could only be viewed via Live Stream on Telstra the Youtube Channel and through the app.
     
  • 50 free midnight text messages, which allowed users to preload their NYE messages to friends and have Telstra send them for free at 12am, no matter what network the user was on, so they could fully enjoy their special midnight moment - admiring the fireworks, kissing their better halves or having a special toast with friends and family.  

Through customer research we knew that Gen X&Y audiences were looking for easily accessible bite-sized chunks of content to complement their NYE no matter where they happened to be on the night.
 
As a result, Telstra’s 4-hour live show consisted of an online broadcast of bite-sized music and comedy segments for world viewers to watch the entire night unfold via Live Stream on the Telstra YouTube Channel and the mobile app to increase engagement with these core audiences.
 
As well as all of the incredible fireworks displays, the show featured exclusive concert performances by music bands Art vs Science and The Temper Trap, and live appearances by YouTube’s most popular content creators and YouTube superstars Troye Sivan & Tyler Oakley, ensuring a mass global audience.
 
Telstra’s show is the only live online broadcast of Sydney New Year’s Eve.