Telstra - Sushi Plane
Sumo wrestling, drift racing and the most horrific sushi that you have ever eaten. This was influencer marketing before influencer marketing was even a thing.
To launch the HTC handset as a strong alternative to the iPhone, we thought it might be fun to fly a bunch of young super connected Aussies to Tokyo and drop them into an intense Japanese game show and augmented reality experience. We hardly let them sleep, but we did let them say whatever they liked to their large social networks, via their Telstra HTC handset. On launch, the phones completely sold out.
We followed our group for every waking hour creating three webisodes that were posted to our dedicated Facebook page.
The only traditional advertising used in this campaign were posters hung in Student Union bars. The posters could be torn down and folded into origami planes. Great fun after eight bottles of German lager.