SYDNEY: Telstra is rolling out a major integrated campaign to promote the Telstra T-Hub, a home phone with mobile style applications, which it's billing as a "revolution" for the home phone.
The campaign, created by Three Drunk Monkeys with media by OMD Sydney, will run across TV, digital, print, inserts, outdoor, DM and POS features the inventor of the telephone, Alexander Graham Bell.
The campaign will roll out this Monday, 19 April with print advertising and the first of eight TVCs, created by acclaimed award-winning director Martin Granger and Oscar-winning Lord of the Rings DOP, Andrew Lesnie.
It will also feature in Masterchef's launch episode through program integration and advertising as part of Telstra's Top Tier sponsorship.
Telstra has also launched teaser outdoor ads across AdShel sites.
The campaign aims to position the T-Hub, which features an 18-centimetre touch screen, as the "home phone of the future".
The ads feature Bell using the phone to visit Internet sites, play music and radio stations, organise family activities, and view the latest news, sport and weather as well as making and receiving phone calls and text messages.
Telstra executive director of brand & marketing communications, Amanda Johnston-Pell, said "We are confident [the launch campaign] will help establish T-Hub as the must-have home phone device. As a new product, the T-Hub's benefits are undisputed and clearly communicated in all executions of this campaign."
The T-Hub is a major play by Telstra to reinvigorate the home phone market, earlier this year it revealed local calls were down 13.0% or 325 million calls made on its home network.
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