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Telstra welcomes Year of the Rooster with Lunar New Year selfie celebrations


Telstra welcomes Year of the Rooster with Lunar New Year selfie celebrations


Telstra’s Lunar New Year campaign brings the theme ‘Wish Big, it’s the time for magic.’

Telstra’s Lunar New Year campaign aims to engage with Chinese consumers in Australia in a culturally relevant manner.

A key feature of the campaign, developed by MultiConnexions, is the unique technology experience, which is an interactive screen with festive themed photo filters for people to pose with, such as a rooster filter and a ‘Gong Xi Fa Cai’ filter (wishing you prosperity).

Visitors to the activation screen can snap a selfie with their choice and share it via social or SMS.

Stunts, performances and lion dances took place at Telstra pop-up installations in Macquarie Shopping Centre and Hurstville Westfield in Sydney and Box Hill Central and Melbourne Central in Melbourne. Special Lunar New Year period offers have been made available on mobile, pre-paid and home internet bundle plans.

April Cooper, GM of product planning at Telstra, says “Lunar New Year is the most important time of year for the Asian community and Telstra is proud to be a part of the celebrations by enabling our Chinese friends to create special Lunar New Year memories at home and abroad through technology.”

“China is one of our customers’ top five most popular calling destinations with more than 10 million calls made from Australia in the last year alone,” she continues.


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Related: MLA’s Lamb ad celebrated waves of immigration which made up Australia’s diverse population. Will 2017 be the year diversity breaks into mainstream advertising and marketing? »


Ben Ice

Ben Ice was MarketingMag editor from August 2017 - February 2020

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