The company set out to prove it is more than just a traditional telco, and it is succeeding with a marketing campaign that has captured millions of views, sparked viral trends and shifted public perception. Its animated “whistling man” ad, set to a pop classic and backed by a confident branding strategy, has made a significant impact. Even if some viewers are critical, the widespread visibility is exactly what Telstra is aiming for.
Previously seen as a conventional corporate brand, Telstra is reinventing itself through visually engaging and emotionally driven media. The transformation began with its current brand campaign under the tagline “Wherever we go” and has spanned digital, TV, outdoor and on-demand platforms. This wide-reaching effort reflects a growing ambition for the brand to be not just used but also loved.
TikTok has proven to be the most surprising area of success. Younger users on the platform have embraced Telstra’s campaign through the “Telstrut,” a walk featured in the ad that quickly became a viral challenge. So far, user-generated videos of the trend have received over 22 million views and more than 1.7 million likes. Even more noteworthy, 93% of telco-related searches on TikTok now reference Telstra, placing it far ahead of its rivals. This level of digital engagement signals a major shift in brand appeal, especially among a younger audience not typically associated with Telstra.
Though Telstra ranks as the third-most valuable brand in Australia, a bigger success lies in its “brand strength” growth. Despite falling one place in overall value, its brand strength rose by nearly 3% over the past year. This increase stands out within an industry facing general decline. In fact, Telstra is now seen as the fourth strongest telco brand in the world, even though it ranks 18th in monetary terms. That gap suggests rising consumer trust and a stronger brand image, regardless of short-term revenue figures.
Its investment in creativity is showing strong returns, with marketing ROI more than doubling since the latest campaign rollout. This reflects a broader shift in mindset within the company, where brand building is now viewed as a long-term strategy rather than a means for immediate sales. The aim is to meet today’s demand while fostering loyalty among future customers, even if they are years away from switching telcos.
Creative risk-taking is clearly part of the plan. Other recent campaigns include a stop-motion ad linked to the Olympics, a holiday commercial featuring singing donkeys and a scam awareness film with a sci-fi twist involving an alien villain. Critics may argue that the approach lacks visual consistency, but Telstra maintains that delivering a unified voice is what counts, helping the brand surprise and reconnect with audiences repeatedly.
As competitors like Optus and Vodafone prepare their own creative makeovers, Telstra remains unwavering. For the brand, being memorable and emotionally resonant in a crowded market is not just smart marketing - it is essential for sustained growth and long-term relevance.
