Now that’s team spirit, Telstra.
Here’s one… now we’re a few weeks on from the Telstra Small Business Week, what can we all take away from Telstra’s activity through their NRL and AFL sponsorships?
While the concept of ‘pass-through’ is nothing new (Mastercard have built their business by buying rights and sharing them across myriad issuer and merchant partners), this particular execution is a strong proof point of the brands objectives to support small businesses and an interesting execution to boot.
So what can we take away from this? Well, here’s some fodder for thought:
Sponsorship can drive the value chain - Sponsorships provide an unreal power to forge relationships and work towards common goals. For Telstra to bring so many SME’s into play here is evidence. Working your sponsorship through your value chain is rarely done, but oh so powerful when it is. Do it!
Slap-on-the-back logo usage - This is some brand slapping I applaud. Why? Because it means something and supports a strong narrative. Having the confidence to ‘turn off’ your brand in order to ‘turn on’ another's is a clever way of re-injecting interest back into your brand. Over time, fans can become impartial to brands with long tenure. While that doesn’t mean there’s a problem, it does mean that pulling off something like this actually drives a reinvigorated awareness and interest into your brand.
Insightfully rich - We always look for the unique fan insight into leverage activity, but an idea like this leans on a far broader insight around the Australian spirit of the ‘have a go’ attitude and the essence of ‘mateship’. It’s a clever way of giving the campaign licence to exist outside of the stadiums in which it appeared and into the zeitgeist around the country. You could be an NRL rejector and still be moved by what Telstra have done to help others.
Up in Lights was a big gesture, but has a HUGE impact on business owners - Few of us will know what it’s like to launch and grow your own business. I’m only just at the start of my journey, but can only imagine the sense of excitement and pride that comes from seeing your dream ‘up in lights’ and broadcast to the nation. I know how good it feels to see your own logo on a keep cup, let alone a footy field!
Don’t say, do - This is categoric proof of the power of sponsorship to do ‘real’ things that mean ‘real’ things. There is no other brand touch point that actually exists and touches people in the way sponsorship does. If you have a strong brand purpose, how are you using your partnerships to prove it?
Collaboration - There’s no doubt this would have been a ball-ache to pull off (pun intended). Managing conflicts, exclusivities, multiple stakeholders is a serious undertaking. The entire project team from both Andrew Abdo and Kylie Rogers to Jeremy Nicholas and his leadership team at Telstra right through to the broadcast partners, agency partners and commercial teams at the clubs should be proud of what they’ve pulled off. Don’t get me wrong, this wouldn't have been all rainbows and lollies but when all is said and done, great things are never the easiest to do, but the most rewarding to be a part of.
Here’s to hoping activity like this gets recognised far and wide as another strong example of raising the tide mark in the strategic and creative execution of sponsorship.
Bravo, Telstra.
