Make Any House A Smart Home

When Telstra launched their Smart Home product, it was Australia's first integrated home automation system. While few people understood how a Smart Home worked, once they saw it in action they could really see the benefit. So we found three unique houses from around Australia and converted them into Smart Homes. Then we launched an integrated, digitally-led campaign featuring cinema, outdoor, digital display, pre-rolls and rich media placements featuring our 360° experience.

Case Study

Cinema

In cinema, we raised awareness by converting a 'turn off your mobile' message into a 'turn off your Smart Home' message.

Digital Out-of-Home

Our digital out-of-home was designed to target people with the right message at the right time. First thing in the morning, we reminded them that they could switch the iron off with their mobile. At lunchtime, they could check on the dog. And in the early afternoon, they could make sure the kids were home. 

Content

Three content pieces introduced each family, and just some of the ways the Smart Home had transformed their lives.

360° Experience

We knew that to really understand the technology, people had to experience it for themselves. So we created a 360° degree walkthrough of each house, with hotspots and focused content pieces, then scaled it across the web in rich media placements. Each piece led to a product page and the chance to buy.

Vignettes

The hotspots revealed 15-second vignettes demonstrating a use case for individual pieces of Smart Home kit. Users were then invited through to explore that aspect of Smart Home and guided to the website. Here are just some of the sixteen mini-films.

Digital Advertising

We gave users as much opportunity to experience the technology as possible. This synced banner demonstrated that people could turn on the house lights from their mobile. 

Results

"Telstra’s highest consideration and enquiry take-up for a new product
over the previous 12 months."

“Achieving a number of effectiveness best-to-dates, this campaign
stands as a good example of a genuine better way for customers.”

- Post-Campaign Review

Credits

Executive Creative Director: Hamish Stewart

Associate Creative Director: Christian Hewitt, Ben Spooner, Tim McCracken

Senior Art Director: Dane Van Veen

Copywriter: Kate Allan

Visual Design Director: Mike Yee

Visual Designers: Jess Bateman, Max Khounala

Creative Director, Experience Design: Rob Chalmers

Senior Experience Designer: Shruti Rai

Experience Designer: Chao Gao

Technology Director: Jeff Donios

Senior Social Strategist: Justine Cusack

Analytics Manager: Cory Nicely

Executive Producer: Simone Delaney

Senior Producer: Magdaline Diles, Gareth Morgan

Content Producers: Margo Lowry, Whitney Hawthorn

Photography: Derek Salwell

Production Company: R/GA Content Studio

Director: Toby Morris, Brad Goosen

Director of Photography: Simon Morris, Pat Frisckenecht

360 Video: The Production Group

Offline: Looper Films

Post Production: White Chocolate

Sound: Nylon Studios

Client: Telstra

Agency: R/GA