Telstra360 – For the fans
A program of VR videos to leverage the brand’s sponsorship assets, and enhance the Telstra’s positioning as a world-class technology company and pioneer in the VR space.
Telstra’s sporting and cultural assets enable the brand to connect audiences to the things they love. 360 degree film making allowed us to take this a step further, putting fans at the heart of the action, up close to their sporting and artistic heroes.
Created with our technical partner The Pulse, For the Fans, is a ground breaking VR piece that celebrates the role fans play in fuelling the motivations of Australia’s most elite athletes – including footballers Jarryd Hayne, Tim Cahill and Adam Goodes and ballerina Dimity Azoury. The action brings to life the skill, intensity and determination of the talent. Voiceover and sound design deepens the experience, and helps the audience navigate through the action.
Recognising the strength of YouTube as the world’s largest search engine, we also created a number of how-to videos. What is 360? is a simple ‘Matrix white cube’ inspired piece in which Tim Cahill explains how to get the most out of your 360 experience. We also documented Jarryd Hayne’s transition from NRL superstar to American Football player in a 4-part series immersing fans in his training methods.
For the Fans surpassed expectations, achieving over
1,561,000 views to date and delivering engagement and completion rates more commonly attributed to short form advertising.
We reached a unique audience of more than 3.7 million,
and achieved 89% positive sentiment in YouTube, with comments such as “this is the future – AMAZING” and “Probably the only ad I wouldn’t skip”.