Telstra Launches End of Summer Sale With Melting iPhone

Australian telecommunications giant Telstra has brought its bold creative streak into performance marketing, with a melting iPhone announcing its end-of-summer sale.

Developed by +61 and Bear Meets Eagle on Fire, the agency said the work shows “sale campaigns can drive urgency, by going really, really slowly,” and comes off the back of CMO Brent Smart appointing head of creative excellence Nicky Bryson and head of product marketing Tom Richards to make the performance marketing just as “creative and famous” as the brand work.

Consumer marketing lead Steph Fredericks told LBB the slowly melting iPhone stands-out in a sea of sales.

“Our End of Summer Sale creative is built with an arresting visual that melts away throughout the sale,” Steph explained.

“Whilst summer sales often throw offers at you, we wanted to create work that feels premium and well-crafted to stand out.

“It’s a four-week campaign with the hero melting assets to support individual offers where appropriate. We will see each of the two hero products -- phone and headphones -- progressively melt over the course of the campaign to drive urgency in an artful way.”

It’s not the first time the brand has prioritised a single-shot approach, following its recent drumming spot.