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Top 6: July 28th 2010
Outdoor
Telstra: Cabbie-OkeTop 6: July 28th 2010
Telstra tasked DDB Group Sydney with creating an underground campaign targeting the youth segment who viewed Telstra as a "boring Dad's brand that didn't offer value". The challenge: to reconnect and start a new conversation with young Australians and be seen as culturally relevant for the first time. DDB created a media of their own by custom designing and building five fully 'pimped-out' Cabbie-Oke cabs. After partnering with key youth brands including Universal Music Australia, the fleet launched in February 2010, cruising nightlife locations in Sydney and Melbourne
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