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Outdoor
Telstra: Cabbie-Oke Cabs
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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.
We created a media of our 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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