Butt-messaging at midnight

The problem
 Leverage a major sponsorship between Telstra and City of Sydney during Sydney new year's eve period.


The idea
What if every Sydney NYE's app users, on every network, had the opportunity to preload 50 text messages, which would be sent (to any mobile in the world) for free from midnight?
This is exactly what we've created.
The outcome

It took pressure off the network, highlighted Telstra's strength, kept phones in pockets and all eyes on the show.

- 75,000 more app downloads
- 198,000 free sms messages sent at midnight
- PR value estimated to be $1million
- Over 5.4 years time-equivalent of brand engagement on the whole campaign
- An idea that has been rolled-out every year since 2012
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